Product and service naming - Brand Resource Centre

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Product and service naming

It is important that the names of our products are simple for our consumers and allow for an organized growth for future products. These guides provide naming constructs, hierarchies and criteria to help with the development of product and service naming across all lines of business.

Naming guidelines

The naming guidelines ensure a consistent customer experience, pointing to resources such as a naming checklist for all considerations and approvals.

Find out why naming guidelines are important

Consistent naming construct

The most important thing when naming a TELUS product or service is consistency. Our naming construct will ensure that all TELUS names are clear and descriptive.

Learn about the TELUS naming construct

Selecting product and service names

Naming a new TELUS product and service can be complex, so we have gathered industry categories and the approved criteria for each use.

Learn more about selecting names

Trademarking names

In working with the legal team, a trademark can prevent competitors from leveraging our intellectual property. These guidelines will help determine if a name needs a trademark and how to use those trademarks properly.

Learn more about trademarking TELUS names

Tools

Trademarks list

TERRITORIAL ACKNOWLEDGEMENT

The TELUS team acknowledges that our work spans many Territories and Treaty areas and we are grateful for the traditional Knowledge Keepers and Elders who are with us today, those who have gone before us and the youth that inspire us. We recognize the land and the benefits it provides all of us, as an act of Reconciliation, as recommended by the Truth and Reconciliation Commission’s (TRC) 94 Calls to Action and gratitude to those whose territory we reside on, work on or are visiting. Learn more about TELUS’ commitments to Reconciliation.