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| Theme | Name | Justification/remarks | Remarks | Google check (what does googling "Apache Xxx" currently return)? | US TM | EU TM (here) | China TM (here) | Canada TM (here) | India TM (here) |
|---|---|---|---|---|---|---|---|---|---|
Bridges | Bridging IT and business, bridging people in business (backoffice to strategy) bridging/linking systems | As a metaphor, this could appeals to both business and techies | |||||||
| Apache Bridge | Nice and simple, means something to business. | "Apache Bridge server errors", from the Apache HTTP Server error logs | |||||||
| Apache Span | bridges span things | ||||||||
| Apache Reach | bridges reach across things | ||||||||
| Apache Menai | A more interesting name, after the Menai Straits bridge in the UK | Too obscure? | |||||||
| Apache Telford | engineer, from the 18th century, designer of aforementioned Menai Bridge, mostly known for roads | is a metaphor with a civil engineer appropriate? | |||||||
| Apache Brunel | victorian engineer responsible for many bridges (as well as railways, ships etc) | is a metaphor with a civil engineer appropriate? | |||||||
| Empowerment | Empowerment being for both users and also developers. Also augmentation, gearing, "problem solving" (esp for users) are similar ideas. | Not a theme that other frameworks target, so perhaps a good USP | |||||||
| Apache Engelbart | Also, innovation (as well as honouring the innovator)
| Too obscure/easy to misspell? Our target audience (s/w architects) "We are like dwarfs sitting on the shoulders of giants" - Engelbart is one of them | |||||||
| Apache Farthing | A play on Penny Farthing and Steve Jobs 'A Bicycle for the Mind.' | The farthing was the small coin, penny was the big one. Might be confusing? | |||||||
| Apache Pennyfarthing | Rather than abbreviating to farthing, spell out full name. The large/small wheels allude to gearing. | ||||||||
| Apache Gestalt | "an organized whole that is perceived as more than the sum of its parts." | ||||||||
| Apache Amp | Amplifies / amplification of the developer and user. | Not a conflict on software front. However, there's a hifi amplifier called "Apache AMP", so quite a lot of noise. | |||||||
Hexagonal | Explains the technical architecture of the product | too much of an implementation detail? | |||||||
| Apache Hex | Techie sounding | Possible trademark issues Negative - "put a hex on you" | |||||||
| Apache Hexag | Abbreviation | ||||||||
| Apache Hexagn | Deliberate misspelling | ||||||||
| Apache Hexagon | Possible trademark issues | ||||||||
| Apache Honeycomb | Multiple hexagons alludes to modules, outer hexagon as the BC/system | Possibly good for artwork/logo? been used quite a lot elsewhere, hackneyed. | |||||||
| Apache XAGon | variation on "hexagon", logo to give impression of speed | ||||||||
| Apache Comb | Abbreviation of honeycomb | Too obscure? | |||||||
| Object Orientation | Real objects, rich behaviours | Not just about object-orientation, there is a place for other models (eg functional). Also, the framework itself is really an aspect-oriented framework (automatic UI representation of objects is a cross-cutting concern) | |||||||
| Stimula | after Simular | ||||||||
| Norway | where OO was invented | ||||||||
| Park | as in Xeroc Parc | ||||||||
| LargeTalk | after Smalltalk. | perceived as a dead language? | |||||||
| ROOT | Real Object Oriented Technology | ||||||||
| ROOF | Real Object Oriented Framework | ||||||||
| DDD | domain-driven design | ||||||||
| Ubiq | Abbreviation for ubiquitous language (business and IT speaking the same language) | ||||||||
| Gardening metaphor | From "The Pragmatic Programmer" (2002), that gardening is a better metaphor for business IT systems than engineering; they need to be cultivated etc, are organic and grow | ||||||||
| Apache Lancelot | a famous landscape gardener in the UK, responsible for many of the most splendid country house gardens, was Lancelot "Capability" Brown | Too obscure? | |||||||
| Apache Vine | linking stuff (people, business, systems) together | ||||||||
| DRY Principle | Don't repeat yourself principle, from the "Pragmatic Programmers" | A bit dull as a theme? | |||||||
| Apache Sahara | name of a desert (dry thing, obviously) | runs risk of bad connotations | |||||||
| Apache Kalahari | ditto | ||||||||
| Apache Gobi | ditto | ||||||||
| Clean code | |||||||||
| Apache PureObjects | trademark issues? heard it before? | ||||||||
| Apache Exupery | After Antoine de Saint-Exupery's quote: "Perfection is finally attained not when there is no longer anything to add but when there is no longer anything to take away." This is a quote we have prominently on our website and dates back to the Naked Objects days. | ||||||||
| Apache Distill | |||||||||
| Business focused | |||||||||
| Apache Biz4IT | Reminds me of OfBIZ | ||||||||
| Rapid development | |||||||||
| Apache Acceleration | not sure about being a noun a bit trite? | ||||||||
| Apache Accelerate | a verb, but still trite? | ||||||||
| Japanese/judo metaphors | Because they sound cool, and Japanese terms have often been used in IT; also Dan's sport (!) | ||||||||
| Apache Ippon | An immediate win (like a knockout in boxing) | cf knockout.js | looks good, only a few pages returned. | ||||||
| Apache Hajime | Meaning "begin"... successful projects never end? | Difficult to sell to business, though... probably translates as "bottomless pit" | |||||||
| Apache Tatame | is the mat, not sure what the metaphor is there | ||||||||
| Apache Jigoro | after Jigoro Kano, the inventor of judo who synthesized a number of earlier martial arts (principally aikido and ju-jitsu) | Would rather be paying homage to Engelbart | |||||||
| Apache Kyu | a student (cos we're all learning) | confusing, "Apache Q???" | |||||||
| Apache Tori | the person performing the technique (the thrower) | ||||||||
| Apache Yoshi | continue | ||||||||
| Beginning with I | Because Isis also begins with I | ||||||||
| Isos | |||||||||
| Ices | |||||||||
| Ibis | Isn't this also a hotel chain? | ||||||||
| Ibix | |||||||||
| Ipso | keeps the classical roots.More properly it could be ipse, ipsa or ipsum (http://latin-dictionary.net/definition/24694/ipse-ipsa-ipsum ) | ||||||||
| Jazz | Because we like jazz | ||||||||
| Jazz | strap line: "Play your own tune"
alludes to "own your own code", and customisation, and sophistication | ||||||||
| Satchmo | After Louis Armstrong | ||||||||
| Misc | |||||||||
| Apache Meld | Merging together of business and IT? | aka Mind-meld. But may not translate well? | |||||||
| Apache Sweetheart | Because we love it | ||||||||
| Apache Headroom | Because building systems requires thinking... | There are also unfortunate slang meanings of "head" | |||||||
| Apache Headstrong | similar; and because we're opinionated | ||||||||
| Apache Reflect | Reflecting over the business domain Also alludes to the technical implementation | ||||||||
| Apache Solve | |||||||||
| Apache Prometheus | stole the fire from heaven and give it to mere mortals | ||||||||
| Apache Narcissus | picking up on the reflection idea | Negative connotations | |||||||
| Apache Edison | Light bulb (=idea) | ||||||||
| Apache Procrustes | (the innkeeper who insisted that customers should fit his bedstead either by stretching them on a rack, or sawing their legs off. The original 'opinionated framework'?) | Too ironical? | |||||||
| Apache Jedu | "Just Enough Design Upfront" | Similar to Joda? Acronym? | |||||||
| Apache DDAQ | "Domain Driven Apps Quickly" | Do we want reference to domain-driven? Acronym? | |||||||
| Apache Jaco | Pun on being the "base" ("bass"). After Jaco Pastorius. | ||||||||
| Apache Connoisseur | Because the framework is for connoisseurs | Difficult to spell?, pretentious? | |||||||
| Apache Adept | Because the framework is adept, and it appeals to developers who are adept | a bit dull? | looks ok | ||||||
| Apache Rubato | Rubato is a musical term meaning to "play freely or expressively" | derives from Italian, "to rob", so perhaps negative connotations | looks good | ||||||
| Tailoring | |||||||||
| Apache Tailor | Our philosophy is building bespoke systems that fits your business (as opposed to packaged software where you have to fit/bend your business to the system). | looks ok, only references to regular tailors | |||||||
| Apache Singer | after Singer sewing machine. Strapline: "play your own tune" | Lots of pages match, eg singers named "apache" etc. | |||||||
| Apache Yardstick | Already a benchmarking framework called this. | ||||||||
| Apache Thimble | |||||||||
| Learning discovery | |||||||||
| Apache Marco | Marco Polo | Always a risk of negative connotations with people, potentially judging historical figures by the standards of their day, not our day | |||||||
| Apache Magellan | Magellan | ditto | |||||||
| Apache Columbus | ditto. also, hackneyed | ||||||||
| Apache Insei | Gakusei refers to a student in a university or high school, seito refers to an elementary or middle school student. An apprentice to a master or someone taking lessons or training from someone is a deshi. Insei is used for people officially recognized by the professional go association as student professionals. Away from the Go world insei is sometimes used as an abbreviation of daigakuinsei which means graduate student. | ||||||||
| Heart / soul | |||||||||
Apache Alma | Alma is Spanish for "soul", is also the term for the rod within a string instrument that connects the frets to the body, creating the resonance. So, there is a musical connection. "The soul of your business" | Alliterative, nice name to an English-speaking ear | |||||||
| Apache Kokoro | Japanese term meaning (all of) heart and soul and mind "The soul of your business" "The heart of your business" | Nice word to an English-speaking ear. A little like "Kakuro" ? (a number puzzle similar to a numeric crossword) Googles well |
| ||||||
| Business | |||||||||
| Apache Loop | as in feedback loop | ||||||||
| Apache Shortcut | rapid development | negative connotations? hacky, botch job. | |||||||
Slogan / taglines
| Slogan | Motivation / discussion / notes |
|---|---|
| Do the right thing | ... we're not hackers |
| breaking down barriers between IT and business | ... ubiquitous language, NO etc. |
| Don't be square | If using a hexagonal architecture |
| Own your code | Custom software is a profit centre, not a cost centre |
| Be responsible, own your code | variant on the above, more opinionated |
| Take responsibility, own your code | ditto |
| Prototype. Deliver. Fast. | Emphasis speed |
| Business. Results. Now | similar |
| The art of leaving out | Because software has an ownership cost, you should have as little of it as possible |
| Stay dry | Alluding to the DRY principle |
| Keep dry | ditto |
| Simple, but no simpler | |
| From problems to solutions | |
| Fit for purpose | per the Apache Tailor. Focusing on the benefit to the customer |