ICARUS

ICARUS carries the weight of a flight name, so it is instantly suggestive even before anyone knows the exact product behind it. By our assessment, that kind of branding works best when the item wants to feel daring, modern or a little high-energy, and it can be memorable for that reason alone. The downside is that the name tells you more about mood than about function, so it can feel vague if you wanted something plain and descriptive. In use, that means the first impression does a lot of the work and the rest depends on the actual object, which may or may not live up to the promise. It sits somewhere between sharp branding and empty flourish, closer to the former when the product itself is strong. ICARUS is for people who accept a dramatic name and want the item to carry it well.