Learn about the strategic and cultural meanings behind Nvidia's newest superchip name, Blackwell, and get practical tips, along with examples of best and worst real-world practices, for naming tech and AI.

Nvidia
On March 18, Nvidia unveiled the "world's most powerful chip" for AI at the company’s GTC 2024 conference. As the industry was taken by this significant leap forward in AI technology, my attention was drawn to the name of the new wonder—Blackwell.
TRUE TO TRADITION
During the reveal, Nvidia's CEO, Jensen Huang, disclosed that the superchip was named after David Blackwell, an African American mathematician recognized for his major contributions to statistics, probability, game theory, and AI. I, for one, appreciate the effort in taking the time to share the name’s origin story in such a key moment. Huang didn’t let us think that Blackwell was a neat compound of "black" and "well;" it is indeed an eponymous name, one derived from an inspiring person. As such, it belongs to a more abstract category, because its full meaning only becomes apparent once you are familiar with the namesake's story.
Naming tech after notable figures in science and mathematics isn't exactly a new idea. Names like Tesla, Edison, Galois, Einstein Analytics, NASA's Hubble telescope, Huawei's GaussDB, and Pearson’s Pythagoras come to mind, along with many others. With Blackwell, Nvidia sticks to this tradition while also staying true to its own naming convention. There are various naming typologies across the company's broader portfolio, but the naming strategy for the GPUs is steady: Fermi, Kepler, Maxwell, Pascal, Volta, Turing, Ampere, Hopper, and now Blackwell; each name is a celebration of the minds that have helped shape the technological landscape. For this, Nvidia gets a bonus point for consistency, a rare find in technical products.
DECODING UNDERLYING MEANINGS
Now for the fun part, let's peel back the layers of meaning contained in a name like Blackwell. We'll put on our Semiotics hat and explore this in four steps: initial connotations, deeper meanings, impact on Nvidia's brand, and cultural relevance.
Initial connotations: Although David Blackwell might not have the same level of recognition as other scientists Nvidia has chosen for naming its products, we now know he was an influential mathematician whose work has helped push AI technology forward. With that in mind, initial connotations tied to the superchip’s name include superior mathematical intelligence, groundbreaking scientific work, and devoted pioneering of progress. These associations cast the new GPU in a positive light, also reflecting well on the Nvidia brand—a definite plus.
Deeper meanings: Eponymous names in tech are a symbol of past breakthroughs meeting inspired vision. A name like Blackwell is more than a humble nod to history; it’s also, especially for Nvidia applying this approach to all GPUs, a way to ground the company’s approach to innovation in the foundation of theoretical work. This name is essentially a blueprint for tech evolution.
Impact on Nvidia's brand: The name of the Blackwell chip, much like its predecessors, supports many aspects of the Nvidia brand. For starters, a dedication to advancing tech at large, the ambition to explore emerging territories, and the upholding of a diverse and inclusive environment. Each of these elements ladder up to Nvidia's brand mission—”pioneered accelerated computing to tackle challenges no one else can solve.” A solid execution of the brand strategy.
Cultural relevance: Just as with any type of branding content, the name gains relevance through the cultural narratives it connects to—here, one about human ingenuity and the relentless quest for knowledge. This is where brand intention aligns with societal perception, as tech companies are viewed as catalysts of change. In addition, by choosing a name rooted in the heritage of human intelligence, the company reminds us that technological progress relies on human qualities, like curiosity, creativity, and the endless ability to invent and reinvent. A rather timely thought as AI is on the verge of taking over the world!
The reality is, not everyone will delve into the intricacies of the meaning behind the Blackwell name. However, what it shows is that just as a house needs a stable ground to stand and become a home, a brand needs dependable strategic cultural foundations for its identity to shine effectively, right down to its very name.
TIPS FOR NAMING TECH AND AI
AI is capturing everyone's attention and the naming possibilities are wide open. Here are our tips, along with real-world examples, for naming tech and AI, based on our reading of Nvidia’s Blackwell:
Tell your story: Tech brands, especially those in AI, are making history as we speak. Your name should be a strong first entry point for telling your brand's story within history. This will help you stand out in a rapidly growing field, while creating the surprise and delight for which audiences are ready. Take Anthropic, for example. The startup chose a name that suggests a focus on human-centric AI. They have also named their Large Language Model (LLM) Claude, adding a friendly face to the tech (and cleverly sounding close to cloud.)
Forget tech: Tech naming has worn out terms like “system,” “digital,” “net,” “communication,” “deep,” “acceleration” (you get the idea.) It is time to move on. Looking past the usual jargon and exploring out-of-the-box words and concepts can lead you to unique ideas that give your name a fresh and unexpected twist. Gitar, the software development platform, grabs the spotlight with its music-inspired name, instantly hitting a cool factor and setting the stage for engaging, metaphorical messaging.
Be bold: Step outside your comfort zone. All eyes are on the industry, it's the perfect time to make names that amaze and inspire. Let your creativity run wild, dare to try things out. Here's a tip from the pros: a name that seems odd at first may actually signal a chance to set yourself apart. Just give it a minute. Like Hugging Face probably did for their audacious name and logo. They may raise eyebrows at first, but their verbal and visual identities definitely contribute to making an impression in the AI community.
Embrace culture: Remember when 'e-' prefixes were all the rage? You wouldn’t even think of using it today, now that everything is ‘e-’. However easy it is to fall for fleeting trends, try to aim for enduring cultural relevance. In other words, think twice before adding 'AI' to your name. Case in point: OpenAI, Together AI, Stability AI, Figure AI, Essential AI, AI21 Labs, Aivres (to name just a few) might end up reevaluating their names as AI becomes mainstream. On the other hand, names like Cadence, Scaleway, and Eviden are more likely to stand the test of time.
Plan for the future: When you begin the naming process, think long-term about whether your strategy is sustainable. Using consistent naming conventions for everything from your main brand to sub-brands, products, and even features makes managing your growing portfolio much easier. Databricks' product lineup, including Databricks Machine Learning, MLflow, Databricks Connect, and Delta Lake, shows how challenging it can be to maintain consistent naming as you expand. It's a tough task for anyone, but we're here to help!
Don’t be a rebel: Lastly, as an expert namer, it's my job to remind you: don't bypass legal checks or linguistic nuances. Make sure your name is legally available and doesn’t offend anyone in your target markets. Otherwise, you might find yourself in a naming pickle. Even Elon Musk isn't immune to this: Groq sent him a biting cease and desist letter after he announced his AI model named Grok (rumor has it he hasn't responded yet.) And think about where French speakers' minds go when they hear the name ChatGPT. Even if it’s descriptive of the technology, it still sounds exactly like "Cat, I farted" in French. A great reminder to double-check on all fronts!
The critical value of thoughtful consideration and strategic planning in the naming process, as illustrated by this analysis of the Nvidia Blackwell name, cannot be overlooked. As technology continues to evolve and shape our future, the importance of brand identity and cultural resonance will only continue to grow, making each naming decision a crucial piece of the broader narrative of innovation.
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