Startups sometimes have names that feel like an assortment of intentions put together, rather than real words. Yet typically, extensive thought and strategy goes into naming and branding a business. The Baltimore Business Journal explores how several local startups created their names, and the meanings behind them. emocha, for example, has nothing to do with coffee; rather, the acronym stands for “electronic mobile comprehensive health application.” Other names are more logo-centric, such as ZeroFox (the founders wanted a “cyber-oriented” name with an animal mascot), while others are real words (Tenable), or another language (Protenus is Latin for upward or onward).

Read the full article from the Baltimore Business Journal