The term name is a "word by which a person or thing is denoted," Old English nama, noma "name, reputation," from Proto-Germanic *naman- (source also of Old Saxon namo, Old Frisian nama, Old High German namo, German Name, Middle Dutch name, Dutch naam, Old Norse nafn, Gothic namo "name.")
Why is a name important? Is a name a brand? Is a brand a name? Actors and singers change their name to become more appealing. Names should create a positive image and be visual and consistent. Think about the long term when creating a name.
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Narrowing palette, color schemes wander around, create a contrast