Naming Guidelines
Guiding Principles
These principles represent the distinctive qualities and benefits that all of our experiences must adhere to in order to deliver on our promise to our audience.
Be Succinct
Strive for short, consumable names by relying on supporting visuals and messaging to convey all the attributes of an offering. However, do not sacrifice clarity for brevity.
Be Mindful
In order to create naming that will resonate with our guests, we must always keep in mind who is going to read it and who would benefit from the offering.
Be Inclusive
We are people-driven and value simple, direct language that feels accessible over more creative or playful naming.
Be Intentional
Use descriptive names unless a more original, branded name clearly adds perceived value to the program or event.
Imperatives
Use “Space Center Houston” to strategically support a name, but not as part of the name itself
There are three primary ways to maintain the integrity of our parent brand name, Space Center Houston:
Do not use “Space Center _______ ” as a naming convention.
Acceptable: Gravity Labs
Avoid: Space Center Gravity Labs
*A notable exception exists today for Space Center University.
Do not use SCH as an acronym within the name.
Acceptable: Gravity Labs
Avoid: SCH Gravity Labs
Do endorse an offering with our full parent brand name when the text appears outside of a domain we control or in press materials.
Acceptable: Space Center Houston Gravity Labs (as a press release mention)
Acceptable: Gravity Labs (on our website or on our social posts)
Know our universe of names
Become familiar with our portfolio of offerings before making a naming decision in order to avoid potential confusion caused by similar naming.
Acceptable: Cosmic Overnights and Gravity Labs
Avoid: Cosmic Overnights and Cosmic Labs
Knowing our universe will avoid terminology overuse. Current example: Galaxy Lights, Galaxy Frights, Galaxy Greens, Galaxy Gala
Use space terminology with prudence
While we are space enthusiasts, we are not space-irrational. Do not force the inclusion of space terms in a named offering, creating more confusion than clarity.
Acceptable: President’s Luncheon
Avoid: President’s Quasar Luncheon
Remember that a named offering is not the same as a brand.
For simplicity, consistency, and optimized experiences for our guests, we intentionally limit the quantity of “brands” within our ecosystem. “Brands” have a specialized look and feel and are reserved for signature offerings (i.e. Space Center University and Moon 2 Mars) that meet a certain threshold for generating awareness, impact, foot traffic or financial return critical to supporting our mission.
Most offerings will not merit a “brand”—even if the offering is given a creative name.
To illustrate, consider these three offerings:
- a. Girls STEM Academy presented by corp. sponsor
-A program supported by a corporate sponsor - b. Member Mornings
– An experience that delivers added value to our loyal members - c. Orbital Outreach
– A program that generates visibility outside the walls of our facility
While each of these offerings has a compelling reason for why it might be a candidate for a brand, they do not meet the criteria for awareness, impact, foot traffic or financial return as determined by the SCH Marketing Department. Exceptions can be made for certain time-bound, high-impact events or programs where a level of branding will help capture the full potential of an offering.
To seek approval for an exception, contact Marketing.
Refrain from direct references to “National Aeronautics and Space Administration”, “NASA Johnson Space Center”, “NASA” or “JSC”
While we are the Official Visitor Center of NASA Johnson Space Center, NASA’s protocols governing usage of such terms restrict our ability to use them in an autonomous manner.
Acceptable:
- U.S. Space Program Basics
- Mission Briefings: Deep Space
- Humans in Space
Avoid:
- NASA Basics
- NASA Johnson Space Center
- Mission Briefings
- NASA Stories
Style Conventions
Capitalization
Always use title case in naming and when using the name within copy.
Acceptable: Junior Space Explorers
Incorrect: Junior space explorers
Acceptable: Among our many camps, you will find Junior Space Explorers.
Incorrect: Among our many camps, you will find junior space explorers.
Sponsorships
Sponsored offerings should refer to the sponsor via supporting text and not as part of the offering’s name.
Acceptable: Great Objects in Space presented by EnergyCo
Incorrect: EnergyCo Great Objects in Space
Ampersand
To enhance fluency and maximize accessibility, ampersands should not be used in naming.
Exception: If the offering is branded, the visual identity and all related text references may use an ampersand (with approval by Marketing).
Acceptable: The Moon and Beyond
Incorrect: The Moon & Beyond
Category references
To be succinct and to avoid redundancies, a category reference (event, program, lecture, etc.) is not a mandatory component for an offering’s name. Exceptions include the use of Club or Series to more accurately convey the offering.
Correct: Investigating the Moon
Incorrect: Investigating the Moon Event
Presentation naming
To conform with universal norms for naming talks, lectures or presentations, prioritize accuracy and interest over brevity.
Correct: Barriers to Colonizing Mars
Also Correct: Investigating the Hidden Barriers to Colonizing Mars by 2025
Tonality
Consider our brand’s voice and tone when naming an offering.
Our naming, like our messaging, is even-handed; a balance representing how seriously we take our mission and how delighted we are that it revolves around the fascinating subject of space.
Push towards spirited and fun, especially for childrens’ programs, but avoid anything that could be deemed exclusionary, off-putting, goofy or obtuse. Keep in mind external factors such as seasonality and the medium in which the offering appears.
Descriptive:
Overnight Experiences
VS.
Exclusionary / Off putting:
Science Nerds Overnights
Fun, but Relevant:
Grounds Control
VS.
Goofy:
Starrybucks
Clear:
Robotics Basics
VS.
Obtuse:
Robossentials
Today’s norms for naming podcasts emphasize playfulness and brevity due to the proliferation of apps and the small thumbnail used to access them. This is an example where SCH can lean into the “spirited” dimension of our brand voice.
Appropriate: Blast Off!
Inappropriate: Space Shuttle Stories by Former Astronauts
Audience-specific Naming
When ideating on a name, begin from a neutral starting point (short, descriptive moniker), then consider your audience and the subject matter (general awareness and level of understanding). To maintain relevance, keep the following word choice criteria in mind when naming.
Skimmer
Has a general interest on a topic, but has little to no knowledge.
Correct:
- Destination Mars
- Back to the Moon
Acceptable:
- Common space terms
- Common space technology
- Popular space objects
Avoid:
- Advanced STEM terms
Swimmer
Has some background on a topic and would like to engage more.
Correct:
- Interstellar Travel
- Artemis Basecamp
Acceptable:
- Space missions
- Named space technology
- Popular space terms
- Cultural space events
Avoid:
- Advanced STEM terms
Diver
Has a high level of knowledge within a specific topic.
Correct:
- Quantum Physics Friday Forum
- Mining for Anorthosites
Acceptable:
- Specificity in space missions
- Specificity in space technology
- Advanced STEM terms
Avoid:
- Fundamental space terms
Ideation Framework
A helpful tool when ideating name candidates.
Begin descriptively. Complete each version of the framework, then evaluate which option best adheres to our guiding principles: succinct, yet clear / mindful / inclusive / intentional.
Repeat this exercise to generate additional options, varying how much “space” and/or spirited “creativity” is infused.
Some name concepts will require more than four words, but begin here and expand if necessary. Some names will not be reductive to one word unless a name that is suggestive (“Expansive”) or arbitrary (“Nebula”) is considered.
Examples of Named Offerings:
4. The Moon and Beyond (Most clear, and use of article “the” aids fluency)
3. Moon and Beyond
2. Moon Plus
1. Moon+
4. Basics of Learning Robotics
3. Learning Robotics Basics
2. Robotics Basics
(Learning is implied, and it is succinct, yet clear, while signaling content level)
1. Robotics
Naming in Action
The following are examples of how to approach renaming by leveraging the Space Center Houston guidelines.
Example: Galaxy Gala
Renaming Qualifier: Overused terminology— ‘Galaxy’
Acceptable:
- Galactic Gala
- Starry Fete
- Astral Ball
Example: Last Call Before Fall
Renaming Qualifier: Obtuse—can be construed as a fundraising event
Acceptable:
- End of Summer Bash
- Goodbye Summer Celebration