Choosing your foundry name is the first step to building a strong brand and setting yourself up for success. Your name helps customers instantly recognize your work and connects your fonts to a distinctive style, quality, and point of view. As a type designer and entrepreneur, your foundry name should reflect who you are and what makes your work stand out.
So, What Is a “Foundry” Anyway?
A foundry is the business or brand under which you publish and sell your fonts. The term comes from the days when fonts were cast in metal at actual foundries. Today, it's your creative shopfront and your label in the global type world.
Brainstorming Your Foundry Name
Shift Your Perspective
Designing fonts is often a solo process, but naming your foundry is a branding decision. Set aside your personal preferences for a moment and imagine how a customer would perceive your name. Think of your foundry as a business first, not just an artistic outlet.
Make a Word List
Write down descriptive words you’d like people to associate with your fonts. Include emotions, styles, influences, or specific references. These can also become useful tags for your fonts later.
Consider Your Overall Brand
Think about your visual identity, target audience, and product range. What kinds of fonts will you offer? What feeling do you want your foundry to give off? A clear sense of direction helps you choose a name that fits.
Name Formulas
Option 1: Expressive Word + Descriptive Word
Examples: Latinotype, Set Sail Studios, Luxfont
Mix a creative or emotional word with one that signals what your business does, like Type, Fonts, Studio, Co., and so on. Make sure your name is unique and doesn’t lock you into one style or theme.
Option 2: Your Own Name
Examples: Laura Worthington, Mark Simonson
Using your personal name can offer flexibility as your work evolves. Just remember, it puts your reputation front and center.
Option 3: Abstract or Invented Word
Examples: Resistenza, Fontador, Sudtipos
Made-up names can be memorable, ownable, and globally recognizable. If you choose this route, share the story behind the name in your foundry description.
Test Your Name
- Trademark Search
You can search trademark databases like the USPTO (United States Patent and Trademark Office) for the U.S., and TMview for the European Union and beyond. If you’re unsure about anything, it’s a good idea to speak with a trademark attorney.
We don’t allow foundry names that are too similar to existing ones or that conflict with registered trademarks. Beyond legal concerns, you also want to avoid confusion for customers who may accidentally land somewhere else.
- Google It
Search the name online and see what shows up. Look for anything confusing or unintended. Check meanings in other languages to avoid accidental associations.
- Check Availability
See if the name is available on platforms like Instagram and Twitter. Check domain availability too. Even if you’re not launching a website right away, claiming your name early is smart.
- Ask for Feedback
Share your ideas with friends, peers, or collaborators. Ask what comes to mind when they hear the name and how they interpret it. Outside input often reveals things you may not notice yourself.
- Say It Out Loud
Make sure the name is easy to say, spell, and remember. Avoid unclear combinations, number substitutions, or username-style formats. Adjust spacing or capitalization if it improves readability.
Things to Avoid
🚫 Do Not Use “Std” to Mean “Studio”
In type, “Std” typically stands for “Standard.” It can also carry inappropriate associations. It’s best to avoid using it altogether.
🚫 Be Careful with Symbols
Foundry names should be clean, simple, and easy to type. Periods (.) and ampersands (&) are allowed when they make sense in context. Avoid dashes or unusual punctuation that can affect readability or searchability.
🚫 Avoid ALL CAPS
Unless your foundry name is an acronym, using all caps can appear like shouting. Stick to standard capitalization for clarity and comfort.
Need Support?
If you have questions or need help choosing a foundry name, we’re here for you.
Email us anytime at foundrysupport@monotype.com