Founding a new web design agency with two partners — how do we pick a name without fighting?

Don't leave trademark checks for the final step; that's where the worst arguments break out. Search for similar names in the design and software classes on the official trademark database right away. Eliminating risky names upfront cuts your list in half automatically, leaving fewer options to debate over.

My partner and I hit a similar wall a few years back. He insisted on using his initials, and I gave in. Two years later he wanted to exit, and the agency's entire brand reputation was tied to his initials. Having to rebrand, migrate domains, and explain the whole mess to clients cost us months and serious revenue. Never name it after an individual.

Don't waste weeks obsessing over an exact-match '.com' domain. You're in the service sector, not e-commerce. You can grab a clean domain at standard annual pricing just by tacking 'studio', 'hq' or 'agency' onto the end of your name. When you invoice a client, all they care about is your legal entity.

If you've been arguing over a name for three weeks, your real problem isn't the name; it's your partnership's decision-making process. If you're going to get deadlocked like this down the road during a client crisis, a cash flow crunch, or profit distribution, you need to reconsider this partnership before worrying about a name. Make sure your partnership agreement clarifies how final calls are made.

The B2B clients who hand out the $8,000 to $15,000 projects you're targeting care far more about your portfolio case studies and delivery workflows than your name. Have you actually tested how your shortlisted names resonate with a marketing director at a tech company in your target market?

honestly just find a completely neutral third option that neither of you originally wanted. tbh that way nobody gets their way completely. otherwise one of you is gonna feel like they backed down and it'll get brought right back up during the very first crisis.

Classic mistakes when choosing a name: 1) Getting stuck with the word 'Web', which looks out of place once you expand your service offerings, 2) Using phonetic sounds that native English speakers can't pronounce, 3) Tying up budget on domains asking for $5,000, 4) Doing trademark clearance by simply running a basic search engine query.

Before starting any brand identity work, I advise adding an explicit clause to your partnership agreement stating that the name and trademark rights belong strictly to the legal entity, independently of the founders. This approach prevents individual ownership claims down the line.

My perspective changed after experiencing that. If IP assignment to the company isn't written from the start it can't be collected later.

This is my opinion I'm not claiming it's absolute truth.

I'll try it. Processes without records never improve, because you don't know what to fix.

The answer varies greatly by industry; there is no one-size-fits-all rule. This is my opinion, I'm not claiming it's absolute truth.

I'm a small business, let me explain from my side. When making decisions write down the worst-case scenario too, not just the best.

Partnership isn't a decision to make without working together first. If you have questions, write them; I'll answer as best I can.

The discussion got scattered let me summarize. Give trial work but pay for it; free trials don't bind anyone.

If you post the result here it will help others too.

Quick summary for newcomers: Valuation methods for exits must be defined by formula; "market value" isn't enough.

That's all, sorry if I went on too long.

You're right, I've been down that road too. Everyone rushing into web design agency names gets stuck at the same point.

The harder it is to reverse a decision, the slower you should make it.

We've heard this a lot, but it never happened like that for us. Any unwritten clause becomes a point of disagreement later, as both sides remember it differently.

Proven by experience.

This is exactly what we experienced. anyway just because everyone does it doesnt mean its right.

If IP assignment to the company isn't written from the start, it can't be collected later. Correct me if I'm wrong.

You're right.

There are three things to check when doing this. The real issue isn't the number, but what it's based on.

The real issue isn't the number, but what it's based on. If you post the result here, it will help others too.