I’ve come up with at least 3 names I would be willing to use:
(The) Design Foundry
The Design Works
Hero Design Group
Explanations follow, (if you’re interested).
Design Foundry was originally Design Factory or Washington Design Factory. Someone mentioned that Washington Design Factory reminded them of Burlington Coat Factory. And Design Factory is awful close to the well known Logo Factory. So Factory became Foundry, which was great, because it even better expressed the gritty-hard-work feeling I wanted, and which is in my background. (I grew up 2 blocks from a ball-bearing foundry). Plus…. it sounds really cool to me.
The Design Works sorta just popped into my head, but it has all kinds of good connotations. It’s also got the factory idea, as well as the idea that everything about design is offered… “The Works”. And, slightly marketing-ish… it can be read as the sentence “Design works.”.
Hero Design Group was my ode to indirect names, (a la Starbucks). The ‘design group’ is a somewhat common name extension in this field, blatantly lifted from Serif Design Group and others, to make yourself sound a bit bigger. Hero is a good, short, powerful word. All positive connotations. Goes well with some of my interests. And I think it has a lot of marketing possibilities, (a la “We want to be your hero”)
Meanwhile… I have finally talked to my boss about my plans. It went over remarkably well, considering the audience. And it was kind of important, as most everything else hinged on the outcome.
The announcement that I was going into business for myself was greeted with quiet, and presumably suppressed doubt. Maybe he was sincerely gracious… he certainly never suppressed anything I thought inappropriate before. How like me.
There was also an offer of advice.
He easily agreed to letting me take two repeating projects I have been doing for years. And while I didn’t ‘ask’ to take other clients, we did talk about it. I had no intention of asking, but it cannot hurt to make it known. Likewise, when he asked for a list of clients I wished to take with me, I see no reason not to oblige. If it’s less stressful to give them to me, then why not.
It’s very difficult in there, sometimes. There are times where he bounces around with a child’s joy and energy. There are times where you can see him trying every way he knows how to fight off everything closing in around him. And there are times when he seems too worn out — too tired — to even raise his eyelids. It’s very hard to see someone’s dream — someone’s very nature — to be wearing down on them so harshly, after so long.

What the hell do I call my company?
It’s a stupid little thing that I absolutely hate obsessing over. It’s such a ridiculous detail. But I need to get business cards printed. I need to put up a website and get email working.
I do want something I won’t mind seeing and saying a million times in the future. It has to lend itself to an easily understandable domain name when spoken. I should be interesting but not obscure. And it wouldn’t hurt if it was meaningful about about a new stage/change. Maybe something meaningless, but interesting?
I’ve never liked the idea of naming your company after yourself. Too many people assume you work by yourself. And most people I know who use their name have a hard time separating their business from themselves.
Among the “this is a new stage/thing in my life” ideas, I’ve only really had two half decent ones: Breakaway Design and Dream Designs.
I considered Emanon as a cop-out, but rather quickly discarded it. (Emanon = NoName).
Having loved William Gibson’s last book, Pattern Recognition, I half considered using Blue Ant. It falls well on the meaningless category. I do think you need to be careful with the meaningless, though.
I’m trying to think of anything from any book I loved. Not a whole lot of usable names, though, for a respectable business. Especially as most of my reading lately has been cyberpunk. Would you do business with Chiba Design or DatAmerica? I don’t think so.
I have a friend who used Serif Design. Some little professional word is interesting. But outside of serif… what is there? Pica Design? T-square communications? Maybe Ligature?
(I actually kind of like that last one)

Not to mention, that every successful businessperson I’ve ever heard speak suggests, that once you’ve found your passion, You write down your goals and how you plan to achieve them.
You don’t have to like Trump as a person to see that he knows business. Something my last boss never quite grasped.
Though y personal taste in bazillionaires runs more towards Richard Branson of Virgin.

I’m seriously into starting my own business. I am in a kind-of-forced-self-instigated-leaving-of-my-job thing. I’ve got about 3 weeks left before I HAVE to go. (Which conveniently coincides with both an annual trip and my upcoming jury duty.) After that… nothing.
I started out looking for a job. Duh. Applied for some truly cool openings. But besides never hearing from anyone, I know my heart was never fully in it either. I’ve been six and a half years at a job that was more social challenge than professional career building. (I’ll take up the issue of “careers” later.) I can’t see myself immediately dropping into another company where it’s someone else’s vision.
I’ve been quietly egged on for a couple years now by a local photographer to start my own business. I always dismissed the notion, because I have no experience selling myself, (insert joke here). But when he mentioned it again about 2 weeks ago, for the first time since I found out my old job was coming to an end, the idea took hold. In just a day or two, I was seriously considering the idea. In less than a week, I was seeking out advice from a friend who runs their own design business. I have since asked for feedback from many of my closest friends and relatives.
The advice has been cautious, but encouraging. The idea feels right. The work, while challenging, is in no way a stretch. I have proven I have every skill necessary, except for the selling. And even in that area, I’ve had limited success when allowed, at my current job.
Lately, I’ve been doing a lot of research online. Online research is the modern equivalent of running for the encyclopedia. Unlike the anonymous blurb you get from an encyclopedia, though, the web is still a little bit of the wild, wild west. You got people selling, and people searching for gold, and people out to take advantage of the unprepared, just like the old west. But the beauty is in the anarchy.
“I’ve got my opinion and the biggest microphone mankind has ever invented, so let me tell you something.”
The most useful stuff here inevitably comes from the little person stealing time in their cubicle, who was upset that there was no officially sanctioned solution, and solved it for themself. Through ego, or altruism, they put their newborn idea out there and see if it sticks.
Many people now use the web to document their projects, their work, or their research. I’ve even found answers to my own problems within my website, most recently when I couldn’t remember when I last served on jury duty.
Many companies are also starting to have … slice of life … weblogs. More often than not, they tend to be more about justifying their business decisions. (Never justify, or you’ll make an ASS out of U and ME.)
All this in mind, along with my unnatural obsession for openness and sharing, a thought popped into my head the other day. There’s not much else up there, so you know, it kind of stood out.
So the idea was, to document this all. Not the corporate, ‘look at us, we know what a blog is’ thing. It’s doubtful I will ever even link this journal to the company in any solid way. Call it a what to do/not-to-do manual. Call it a place to sort through everything. Call it whatever you want.
But this is my dream.