Naming system and product names for Kyocera

When naming a family of new products, you want to unite them all, distinguish each one, and leave room for new additions. Tricky business. Of the many ideas we presented, Kyocera chose an architectural solution: ending each name with the letter “o.” QWERTY keyboard? Lingo. Fashionista design? Deco. Optimized for entertainment? Tempo. The family later swelled with new siblings. Neato.