Naming
Our name
The name Kyndryl comes from the words “kin” and “tendril,” with “kyn” representing the strong bonds we form with customers and each other, and “dryl” evoking new growth and connections.
Naming strategy at Kyndryl
Kyndryl is a coined name — which means a made up word — and that makes it harder to build equity and brand awareness. Therefore, we follow a descriptive naming convention for all services and initiatives including internal initiatives. Descriptive naming is required to protect clarity, consistency, and brand equity. The reasons for this standard are outlined below.
All names – internal and external – must go through brand and legal review process.
01
We are building one brand: Kyndryl. All our effort and investment must be focused on building equity for our hero brand around the world.
02
All other names follow two core principles. First, names must be customer-first. Second, externally facing names must have search engine optimization (SEO) to support the name in the marketplace.
03
Descriptive naming makes it easier for our customers and employees to understand our offerings at a glance, and are also easier to clear from a legal perspective.
04
“Platform” is a protected term and is reserved exclusively for Kyndryl Bridge. No other application or solution may be named, described, or referred to as a platform under any circumstances.
Note
All names (internal or external) require brand and legal approval. Use of a name that has not been approved puts us at reputational and legal risk.
Naming principles
Below, you can find the rules we follow when naming things at Kyndryl. These principles help to ensure consistency, lessen confusion and build equity for our hero brand around the world.
Every name starts with Kyndryl, the brand we are building and instilling value in.
We work hand-in-hand with customers and our strategic partners to run and transform their essential systems.
Name descriptively with 2–3 words max; do not use coined (made-up) terms or creative names.
Note
The only exceptions to the use of creative names are our line brands: Kyndryl Vital, Kyndryl Consult and Kyndryl Bridge.
Naming misuse
Do not use coined (made-up) terms or creative names when naming at Kyndryl.
Do not use acronyms when naming things at Kyndryl.
Avoid renaming words to start with “K” or creating names with repeated K’s.
Do not use coined terms beginning with “kyn-“ when naming things at Kyndryl.
Do not misspell a word to try to make it more branded, such as “core” becoming “kore.”
Do not use the word "platform" as this is reserved exclusively for Kyndryl Bridge.