Nice article about the naming of new buildings in New York City. The article indicates the City has gone through trends in naming – the West (the Dakota), the French (the Cherbourg), the Trees (Laurel) and now the Sky (Azure, Blue, Orion).

Developers go through the same process of naming as anyone working on a product or company: Coming up with hundreds of names, then whittling those down to THE ONE.

Unfortunately, too many of the building names are sounding the same. There are two Azures (which is also the name of a restaurant and a day spa) and one Blue (and a Hotel le Bleu in Park Slope), where I walk by a building called The Argyle – a name that defies building name trends.

To come up with a truly unique name, anyone naming needs to first be aware of what’s out there, then create names that are ‘beyond the trends.’

As Raizy Haas, SVP Extell says in the article, “be more creative.”