Web3 Brand Naming Guide: Naming for the Decentralized Internet

Web3 — the ecosystem of blockchain, DeFi, DAOs, and decentralized applications — has developed its own naming conventions and brand culture. Whether you're launching a protocol, DAO, or dApp, your name needs to work within this unique context.

Web3 Naming Culture

The Playful Trend

Many successful Web3 brands use playful, irreverent names: Uniswap, PancakeSwap, SushiSwap, Bored Ape Yacht Club, Pudgy Penguins. The culture celebrates creativity and humor over corporate polish.

The Technical Trend

Protocol and infrastructure projects often use technical or mathematical names: Ethereum, Polygon, Solana, Avalanche. These signal sophistication and technical ambition.

The Acronym Trend

DAOs and protocols frequently use acronyms: AAVE, COMP, MKR. These become tokens and are traded under these symbols, making brevity essential.

Naming Considerations for Web3

Token Ticker Compatibility

If your project will have a token, your name should produce a clean 3-5 letter ticker symbol. "Uniswap" → UNI, "Chainlink" → LINK, "Aave" → AAVE.

Smart Contract Naming

Your project name may appear in smart contract code, block explorers, and wallet interfaces. Keep it clean, unambiguous, and free of special characters.

Multi-Chain Presence

Web3 projects often exist across multiple blockchains. Your name needs to work on Ethereum, Solana, Base, and others without confusion.

ENS and Blockchain Domains

Register yourproject.eth early. ENS names are crypto-native identity and your community will expect you to have one.

Naming Different Web3 Entities

DeFi Protocols

• Names often reference financial concepts with a twist
• "Swap," "Fi," "Yield," and "Pool" are common morphemes
• Keep it pronounceable for podcast discussions and Twitter Spaces

DAOs

• Community-focused names that feel inclusive
• Often reference the DAO's mission or culture
• "DAO" suffix is optional but common (MakerDAO, PleasrDAO)

NFT Projects

• Creative, community-driven names
• Animal themes remain popular (Apes, Penguins, Cats)
• The name should work as both a project name and a community identity

Layer 1/Layer 2 Chains

• Elemental or cosmic themes: Solana, Avalanche, Cosmos, Celestia
• Names that evoke speed, scale, or innovation
• Must be globally recognizable and unambiguous

Web3 Naming Mistakes

Trademark Infringement

Web3 isn't a legal gray zone. Trademark holders can and do pursue Web3 projects that infringe on their marks.

Unpronounceable Names

If nobody can say your project name in a Twitter Space, growth will be slower. The crypto community is highly verbal — podcasts, spaces, and conferences are major channels.

Confusingly Similar Names

The crypto space has many "swap" protocols and "fi" products. Stand out from the crowd with distinctive naming.

Culturally Insensitive Names

Web3 is global. Test your name across languages and cultures.

The Domain Strategy for Web3

Web3 projects typically need:

1. Traditional domain (.com, .io, or .xyz) for the main website
2. ENS domain (.eth) for crypto-native identity
3. Social handles on Twitter/X, Discord, and Telegram
4. Token ticker registered on relevant exchanges

Community-First Naming

In Web3, your community often IS your product. The name should:

• Be something people want to identify with
• Work as a community demonym ("I'm a [Pudgy] Penguin")
• Function in memes and social content
• Create a sense of belonging

Check Traditional and Web3 Availability

Your Web3 brand needs presence on both traditional platforms and crypto-native ones. Start by checking traditional domain and social media availability.

Use BrandScout to verify your brand name across domains and social platforms. Secure the traditional web presence, then expand into .eth and blockchain domains.