[Cendant Real Estate Services Announces New Company Name: Realogy Corporation [RISMedia]](http://rismedia.com/index.php/article/articleview/13584/1/1/)

[We coined a new word for our new company [Realogy]](http://www.realogy.com/). Realogy results from the fusion of “real estate” and “-logy,” the suffix meaning “the science or study of.” The company’s new logo includes a stylized “A,” representing the company’s position as the investor’s doorway to the real estate sector.

There’s a lot of [name changing going on in real estate [Inman]](http://www.inman.com/blogger/2006/02/real-estate-reshuffles-name-cards.aspx#links) these days. Perhaps its part of the New Year’s resolution process, changes occur as companies reorganize after the new year. Realogy seems too cute for a big real estate conglomerate, doesn’t it? Perhaps I just need to get used to it.

Here are two others:

  • Homestore -> Move, Inc.
    (sounds like a relocation company or possibly the [Philadelphia radical group’s home that was firebombed in 1985 by police [NYT]](http://query.nytimes.com/gst/fullpage.html?res=950DE3DE173BF93BA35751C1A963948260))

  • Cendant Mobility -> Cartus
    (a relocation company that now sounds a little like a garbage collector)

Guy Kawasaki’s Blog calls this [The Name Game](http://blog.guykawasaki.com/2006/02/the_name_game.html) and provides guidance to companies who re-name their company or product. Realogy doesn’t seem to follow his advice. He mentions this hysterical Salon.com post from a few years ago also called [the name game](http://salon.com/media/col/shal/1999/11/30/naming/print.html).

Here’s a great post on [how they named companies [day2day activities]](http://deliberately-different.blogspot.com/2006/02/how-they-named-companies.html). My favorites are: Apple, eBay, Mozilla Foundation, Nike, Pepsi, Sprint, Volvo and Yahoo!

So whats in a name? Apparently a lot.