What's in a name?

Author Allison Sache

Whether the source of the fourth by any other name is so sweet? This type of question that keeps some of us in the ETC through the night.

At some point in the 40-year-old production of ETC products you had to strongly react to the name we have chosen for the new product, regardless of whether you like it or wondered why in the world we have chosen this name.

You are not alone.

Naming a new product can be a challenge, especially finding, which everyone loves. We know that if you spend hours a day for the use of the product, and repeating his name over and over again, you want to with it was something with which you are comfortable.

As a rule, the ETC, the product will have a code name, while it is in development. We are trying to quickly get the products, so the code name is not stored, but there are many products that retain their code names after the leak. That's why - in an attempt to keep the original name of the minutes of meetings - R & D department uses a code name before the official launch.

Then, the product manager usually assembles a team to select the actual product name. We spend a lot of time. Develop themes that we have for a product or family of products, and cleaning thesauruses, encyclopedias of mythology, Latin dictionaries and astronomical maps for something that catches your eye. Then we make an important step in the launch of titles through Urban Dictionary ... just to be safe. Sometimes we hold a contest and get users suggestions on product name. ( Console McConsoleface , anyone?) In some cases, we will return to our roots and re-use the name of the previous product (think: Irideon , ColorSource , Response , and so AD.).

The entire process can take a very long time, and hundreds of names will be revised along the way. Although rare, sometimes we settle on a name instantly, which is a cause for celebration. Most of the time we choose the name when someone gets genius and throws offer. Specialization specialist senior specialist Sarah Clausen aptly describes the product naming process: "Sometimes it inspires; Sometimes this sweat; And sometimes it's despair. "

Once we've created a list of names, we will check with the trademark office to see if they are available for use. Then we have the painful process of resolving a name, display it on the market and crossing fingers that the industry he loves.

In our history, there is an interesting, interesting and even amazing stories about how some of our products got their names. In this blog post you'll get the scoop on where they came from the names of your favorite and not so favorite foods, said the first man of some people who have been naming process.

Source fourth

Left: Ellen Uayt at the start of the fourth source in the LDI 1992;

Right: Ellen Uayt with 4WRD source in 2017

David Lincecum, vice president of marketing:

Name is retrieved from the source with four yarns used in the device. Everyone thought that it was fine, and that it was "sticky" name, which includes humans. Anne [Valentino] jealous of the time, because they called obsession and could not think of anything!


Console Obsession 1

Anne Valentino, senior product manager:

In 1990, Fred [Foster, CEO of ETC] wanted to Broadway used ETC table , which at the time only used the Strand LightPalettes. ETC has developed a new console, which was code-named Obsession, because the lighting designers have been "obsessed" with the way he worked LightPalette.

We held a contest for employees to name the new table, and a former regional manager for Southwest John Massey sales offered «Praxis». We all loved it. But I introduced him to a group of people, and they laughed about it. It turns out, Praxis - is the name of the moon, which exploded in an episode of " Star Trek" . So that was it.

By the time the codename turned out in the world. [Vice President of Sales] Marc Vassallo finally called with the code name, so the table "possessed" officially began.


Anne Valentino with Eos console, which won the award in 2007 Showtech Best Product


We have almost reached the market, code-named the Onyx , because we liked it very much, but on the market there was a soundtrack of the same name. It has just started and it was all the exhibitions.

Copy table development R & D product code named «Onyx»

In the end, it was a former public relations specialist Patricia Bornhofen, who breathed inspiration and invented the "Eos", the goddess of dawn , which corresponded to a mythological theme that we had for the table.

«Eos» is also consistent with my request that the name was short. Each reduces product names such as «Obsession» - «Obs», «Virtuoso» - «Virt» and « the Source the Four LED the Series 2 Lustr » - «Lustr2». That people do not cut them before anything else, the names of the tables in the family Eos was just three letters.


Programming Sara Klauzena in the Congo console

Sarah Clausen:

"Congo", the business name, slipped. Then all of our products were named colors: Eos was Onyx, Revolution was Magenta, and Congo - Congo. We still have spare parts sitting around the factory, which has the names.

We worked and worked hard to come up with a better name. We had conference calls, meeting with friends and brainstorm. At some point, we have pledged to name a table "Council Avaba on the ETC » (Seriously).

Green «Avab Council ETC», which has never been

We also tried to find out which color is on the table. Was an industrial design image green / yellow Congo. We even built a red board Congo, which is now hanging in the garden developer Lars Wernlund software, like a giant spinner. This table now serves a greater purpose: to keep the kids entertained!

During the conference call we finally just said, 'Let's go to the Congo. " Table color was resolved by its name, which also came out in the line of Cobalt products .



Then all of the products in R & D received numbers. Unison has been named P80 processor. We have worked with Disney on the park Animal Kingdom , which used Unison system. It was our first big, modern, fleet management systems. All the boxes in the figures of the park system were designated as «P80». The name stuck there. There are some veteran Disney employees who still call it «P80», because they are rooted in their minds.

John @ 5


We all sweated over it. It was the active project for over a year. We had a long list of names, which we narrowed in a short list to search for trademarks. He went down to the wire, and we are so late to call him. We need to be solved, so we can get the labels to start.

I was going to hold a conference call with a small group of people and thought to give a list of marketing specialist Keith Foster. Half an hour before the meeting she spoke with the coordinator of the local projects Gonsmanom Nick and asked, "When you want to set the channel for the Eos at 50%, what would you say?" He replied: "You say '@ 5. "Kate added,« Gio @ 5 'in the list of names and sent it.

This name continued to hang around at the meeting. It has never been discussed, and we did not know where it came from. We spent about half an hour hashing, and it was called. After years of struggle, we call it in half an hour!

and he

David Lincecum (second from right) gives a demonstration Ion console LDI 2007


It was assumed that the Ion will be the last console, the Expression -family, before it is added to the Eos family. Tim Guyon (from Lumenpulse Group) and I were sitting in a pub near the office in New York, talking back and forth over lunch about what to call it. He joked about the fact that most of the tables in the Expression family ends in ION's, so why not call "Ion" table. It's stuck.

When we decided to get out of the line of expression, we have kept the name. It corresponds to the three-letter naming format Eos family, so it worked.

Sensor +

Ellen Uayt, a specialist on outreach and training:

We were lazy with this. When the development of the second generation of sensors Sensor, all the time we went to the «Sensor2». Dzhon Heynsvort, our graphic designer, was adamant that we did not call. He wanted to do something with a plus sign, because at that time in the world of computers was something with +. He jumped on it and developed a magnificent plus sign, which is part of the logo.



We had a contest for this table. We walked around, with tons of names thrown. Then the former manager of research and development John Eid said: "It's just a short expression. We call this "Express". We looked at him and said, "Done!"


Specialist in outreach work and training Tom Littrell EDLT demonstrated in 2006


It falls into the category of product names that we got wrong. We wanted to call it «High Definition Lens Tube», but [specialist outreach and training] Tom Littrell thought it might give the impression that the rest of our lens tubes have low definition. We really missed it, because we changed our minds. Nevertheless, all still call it "high-definition lens."

A good idea

Idea console manufactured in the ETC, about 1983


I worked in the Strand, when I got the console Idea . All the while trying to develop a product platform where common components are used to create a series of products. No it is not removed. We did not do this in the country. Kolortran did not. Then this small company in Wisconsin goes to this family of products, all had the same software, the same components inside, with differences in physicality. Today, this sounds like a given, but in the eighties it was what everyone was talking, but nobody could do it.

Ellen :

Naming was due to the breadth of the product line. The line began with the Concept, which was to become the largest, most ambitious, and then the tables have less to represent the size of your ideas. It was a concept, expression, experience, insight , idea, vision and MicroVision . We also examined the "concept" because it is the smallest idea that you may have.

It was brilliant in terms of naming, but no one could remember what it was. No one knew whether the expression before the show, or the vision and Microvision were different.

"Point ETC», written by Larri Gote, a senior software engineer in resignation


The number of channels and color pens were the only differences between these tables. Faders are the same. All of them had 24 faders except Insight, which was 108 faders.


Then we came out with the second series: Insight 2 and Insight 2X. They were named so because Insight 2 had single-level wheel and one monitor, and Insight 2X - two wheels and two monitors. They quickly disappeared from the market.

Bad idea

Ellen: When ETC bought the LMI , they had a console called « Acclaim» . It was a small preset console with two scenes. We needed a new one, but due to lack of resources we did not do this at home. Instead, it was designed by someone in the industry recommended [vice president of R & D] Stiv Terri. We got a console, and played with her when Fred [Foster] suggested that we return the name "Idea", because it will be at the bottom of Expression family. So we came up with ideas, 24, 36 and 48.

It was not well-designed console and did not fit into the family. He was completely out of the video, so he did not have a monitor. We had to add it later, but it did not work, because the motherboard, which the developer has chosen to console. It was a bad choice to go beyond the company to develop it.


We sold a lot of them. While we were selling console Expression-family using Acclaims as backups. When Akklayd gone, the idea has taken its place. This caused a lot of confusion, because suddenly you have had the patch table for backup. It's like a track, but it was quite different than that to which Expression used by the user.

support console


It also caused problems for Tech Services, we kept the name "Idea", because in this area were still the original console Idea. They will get the calls from the people on their console Idea, and they will need to find out whom they spoke. Rather than refer to them as "old idea" and "new idea", we began to call them "good idea" and "bad idea."

Interesting fact:

Our first video tutorial was dedicated console Idea. We pulled VHS-tape from our repository and share it in our video library of the YouTube . Click below to enjoy the good old 3.5-inch drives and additional giant displays. You will not want to miss a glorious ninetieth fashion and super high-tech graphics. Another bonus: you can finally learn what means «LCD». Get ready to learn how to correct as many as two shows on one disc!

smart family


When we purchased the ARRI GB in 1995, they had a product called «SmartPack» and «SmartRack». [Technical Director of R & D in the ETC Ltd] Adam Bennett worked in the ARRI, and when he joined the ETC, he said: " Let's go back to the SmartPack " There was some resistance, because it was already an existing product, but we have decided that, because no one was familiar with a desk in the United States, we would have been fine with that name. This was a problem for Tech Services in Europe, because they had to ask customers who call, if they had the old or the new SmartPack SmartPack.


SmartFade ML had to be "SmartMove", but once, when we were going to announce it, Apollo "stole" the name and came out with a rotator "Robot" the Smart the Move .

It was difficult to come up with names for the smart family, because many companies have come out with "smart" things.


Do not forget that we also have «DumbBar». It SmartBar, in which there is nothing. It's just a bar to hang lights.



We do not have to frequently change the names of the products, but the Nomad - one. We did a patent search and everything and thought the "Nomad" in the security. This is not so, because at Stage Technologies was controller Nomad. There is a problem with what the product will appear in Google search results, so we changed the «Nomad» to « ETCnomad ».

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In the history of ETC product names you look behind the scenes. I leave you with the answer to the question, which I know you will at some point asked : ELTS2 , CEM3 , cRRFU , EBDK , irfr ... What's with all the acronyms?

True? They are much easier than to come up with the product name. "Second-generation emergency lighting transmission system" immediately finds a point, and «ELTS2» is much easier to say. What else do you expect from a company called «ETC»?

Designer graphics products John Masino has created a collage with all the names of our products


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