KORRD
Korrd (KORRD, UAB) is a Lithuanian company providing scaffolding solutions, technical insulation, and electrical installations for some of Europe’s most innovative industrial complexes. Their project partners include firms in the sustainability, bio-products, and bio-energy sectors, such as Metsa Fibre Oy (Finland), Boliden Odda (Norway), and Stora Enso (Finland). The company is valued for its specialized skillset and individualized approach, especially in industrial settings where safety, precision, and responsibility are non-negotiable.
Brand Naming x Due Diligence
Summary
The founders wanted a strong brand name to build their identity from scratch. It had to project competence, authority, and durability, without tying them down to a narrow meaning. We explored invented and abstract names that felt powerful and timeless. The result was KORRD, a short, single-syllable brand name with hard consonants that give it an authoritative and durable feel when pronounced, making it a great fit for their brand. Explore our strategy in the full case study.
Full Case Study
The Problem
After years in the industrial sector, the founders set out to create a new company focused on industrial scaffolding and insulation that could stand up to larger competitors. They needed a strong brand name. Their values of safety, responsibility, and competence were clear, but they also positioned themselves differently: technical, more flexible, and more specialized than the big players. The name had to handle practical constraints, be memorable, pronounced consistently across languages, and free of existing connotations so they could build their own meaning into it.
They also required a full trademark check, an available .eu domain, and other due diligence.
The Strategy
The brief favored a “blank slate” approach… an abstract name without an existing meaning, but with a tone of authority and durability. To achieve this, we focused on 1-2 syllable words, with punchy consonants, and decided the names should start and end with a consonant to make it feel more rounded and solid in pronunciation. The sound of consonants such as K, R, D, L, and V was especially effective in conveying the sense of strength and reliability we wanted the name to project.
In industrial work, branding appears on hard hats, gear, and vests… spaces that demand clarity even at small sizes. A shorter name improves visibility and memorability in those settings, while also lending itself to bold, impactful branding.
It was also decided that the brand name, though modern, should neither feel like a new startup nor an old company.
From this framework, we developed a slate of invented names, tested spelling and pronunciation across target markets, and screened for domain and trademark availability to ensure the brand could be fully owned without legal or technical friction.
This was a naming exercise focused on creating an identity that the client could own and build on.
Nb: We explore multiple naming strategies for each naming project. This case study only shows the strategy behind the final name chosen by the client.
The Solution / Result
After one very fulfilling naming round and internal reviews, the client selected KORRD. The brand name meets the criteria: short, easy to spell and pronounce, and carries a sense of strength. The hard /K/ sound lends authority; the double “rr” gives it a smoother roll; the sharp consonant pair /rd/ ending adds weight.
Among the five vowels, O and U proved the most suitable. Between KORRD and KURRD, “O” felt like the more natural spelling. Using “A” risked giving the name a more feminine tone, while “E” and “I” carried overlapping pronunciations that could be confusing across different European languages.
Even though KORRD has no inherent dictionary meaning, its phonetic resemblance to “cord” lends a symbolic connection to scaffolding: connections between beams, structures, safety points, etc. That implied idea of connections can help with the brand storytelling as they communicate safety and structural reliability without being literal.
The abstract nature of the name allows for flexibility without limiting future expansion.
KORRD also passed the trademark and domain checks, and sizes down well visually for helmets, vests, equipment, and signage, which was a key practical win for the client.
Fun Fact: Yep! we considered the fact that “Korrd” is the name of a Star Trek Klingon General, and “Kord Industries” is one of the tech industries in DC Comics. 
Brand Info
www.korrd.eu
*Images from KORRD.
© KORRD
