Title: Choosing names for ASF projects
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These are some guidelines for choosing names for projects and products at
the ASF. It is mostly common-sense. There are two situations: 1) a new
project is entering through the Apache Incubator; 2) an existing project
has a new product.

- "Apache" is our main trademark - In the case of projects with names, We
also claim trademark on "Apache Name" and "Name".

- The name will always be prefixed with "Apache". However in common usage
it will get referred to as a single word. So choose carefully.

- Reduce the likelihood of confusion.

- Trademarks exist by virtue of use, not just registration.

- The fact that a word or phrase is not registered as a trademark does not
necessarily indicate that it is available for our use. If the mark is used
in commerce but not registered, then we still cannot copy it for our goods.

- Use internet search tools to be sure that there is no "similar" product,
i.e. software for a specific purpose.

- When people conduct an internet search after hearing about an ASF
project, they will use some technical terms and a name. We want to appear
near the top and not get confused with someone else in the same technical
space.

- Potential search confusion is important for another reason. Apache
projects are often very quickly highly ranked. An Apache project with a
similar name to someone else in the same technical space may quickly come
to dominate searches in that space. If someone else holds a related
trademark then this may lead to a legal dispute.

- Even if a product name cannot be found via a search, if you are aware
that it is being used for a similar product then we cannot use it.

- Choose a name that is easily remembered, is not too long, and is not
difficult to spell.

- Be culturally sensitive and avoid names that might offend.

- Consider using functional names, especially for products of existing
projects, e.g. for an "Apache Foo" project, the product name "Apache Foo
Pipelines".

- Be good citizens, i.e. do unto others as you would expect that they
should do unto you. For example, treat the product names of others with
respect, i.e. do not try a twist that is close to the name of a similar
product.

- Choose a sensible name early in a product's development, e.g. before
mailing lists, package names, etc. Better to spend time now - your project
will not want to change its product's name later.

- See this as an important marketing opportunity, rather than a bother.

- By carefully validating the uniqueness of our chosen names and clearly
establishing first use in the field, we reduce the chances of future
confusion.

- See also [trademark FAQ](/foundation/licence-FAQ.html#Marks) and [ASF
Trademark And Logo Guidelines](../foundation/marks/).