Where Company Names Come From
Behind famous logos are scrappy stories, not pricey brainstorms. From Adidas to Volvo, names often spring from rivers, jokes, and founders’ quirks, proving creativity and context beat consultants.
Founder
To Give an Idea Flight, First Give It a Name
XHTML, CSS, DOM, XML, XSLT, XMLHttpRequest, and JavaScript were just programmers’ techno-babble…until they were collectively christened “Ajax.” On February 18, 2005, Jesse James Garrett (founder of [Adaptive Path](https://web.archive.org/web/20060328061204/http://www.adaptivepath.com/), wrote a brie…