About Igor

Igor was founded in 2002 by veteran naming & branding professionals who believe that a powerful name is the result of a powerful positioning strategy. The key is to create a fresh way into the mind of your audience, engage people on as many levels as possible, and to redefine and own the conversation in your space.

Before you begin, it is essential to decide what you want your new name to do for you. A name can:

But enough already with the sales pitch. Here are the facts, via Wikipedia:

"Igor Naming Agency is an American naming agency. Based in Sausalito, California, Igor is known for its "almost militant embrace" of using real and natural-sounding words in naming.

Igor was founded by Jay Jurisich and Steve Manning, who met while working at the Sausalito naming agency, A Hundred Monkeys. In addition to naming, Jurisich and Manning worked with agency founder Danny Altman to create The Shinolas, an annual award given to the year's worst brand name. Judged by Ben Cohen of Ben and Jerry's, Jerry Harrison of the Talking Heads, Bob Camp, co-creator of Ren & Stimpy and others.

Jurisich and Manning left A Hundred Monkeys in 2002 to co-found Igor Naming Agency. In addition to established companies including Nokia, EA Sports, and MTV, Igor worked extensively with companies founded following the dot-com downturn of 2000. They advised against the industry-standard practices of using invented words, convening focus groups for market research, and choosing company and product names based on the availability of a URL.

In late 2002, Igor launched Snark Hunting, a blog about company names, product names and the impact of naming and branding on popular culture. As more blogs related to branding began to appear online, Fast Company wrote: "The best stuff comes from Snark Hunting".

In 2004, Jurisich and Manning co-wrote Building the Perfect Beast: The Igor Naming Guide. Regularly updated, it is available as a free download. It has been used as a resource in academic settings as well as by B2C companies, startups, and incubators."


Our Naming Process

For the insights, strategies & tactics that'll ensure you land on the perfect name, see The Igor Naming Guide.

Our naming process steps:




  Brand Positioning