Game naming is hard. Most of the time, you have an idea, and you have to eventually translate it into an logo that is at the same time both readable, evocative of the theme, and interesting.
In the beginning, I had a game that was a re-imagining of Glen More. I wanted to pay homage to it by naming the game something that would evoke Glen More, so I tentatively called it Luna Mare. At the time the game was actually set on the moon, with competing teams building a real base on the moon. "Luna Mare" evoked a mystique, and succeeded (once you knew) at evolving Glen More's name into space. There were a few problems though:
- People didn't know how to read it. To most people, just by looking at it they assumed it was English (as Luna is English enough) and read it as Moon Adult-Female-Horse.
- People didn't know how to pronounce it. Even once they knew it was Latin, there was this issue of "proper" pronunciation. Where it is actually supposed to be pronounced MAH-re, most don't know that and you get an issue.
- It seems very serious. Since one of the points of the project is to lighten up Glen More a bit, a name that seems just as serious may become a barrier to entry.
- Lunamare.com was not available. While this is a minor thing, I really wanted a top-level domain for the game as previous ones didn't have them, and I think that hurt their link-ability.
There were enough negatives that I wanted to figure out something else.
I put together a list of other ideas and proposed many to the bgg community, and I really evolved into realizing #3 above was pretty important. After lots of suggestions, I hit on a good one - Lunarchitects.
I knew that the word Lunarchitects was hard to parse. It's a portmanteau word, combining "Lunar" and "Architects"—but where many portmanteaus overlap a single letter, this overlaps two letters. It makes the combined words a bit more obscure, as depending on how the reader interprets it might be "Lun"-architects (which doesn't mean anything), or "Lunar"-chitects (which is a tongue-twister).
So I knew I needed to help the reader parse the word with the logo itself. But that's a topic for another day!