ClearCurve

Consumer Technology Naming for Corning
Corning had a pretty revolutionary fiber-optic technology that maximized flexibility. They wanted a name that sounded friendly, without using literal words like “fiber” and “flex.” We explored hundreds of evocative and metaphoric names, as well as more descriptive names. This fairly intuitive name won out. Not only did it evoke bending, it also called to mind the clarity of glass and light.