This guide was generated from real Apache Incubator mailing list discussions and reflects naming, branding, and project identity topics that appeared before and during incubation.

Who This Guide Is For

This guide is intended for:

• Project proposers
• Podling PPMCs
• Incubator mentors
• IPMC members

It is designed to support understanding of the kinds of naming and branding issues that surfaced as projects entered and progressed through incubation.

Unifying Principle

Project names and branding must allow the public to clearly distinguish Apache projects from non-Apache projects and third-party ecosystems.

Purpose

This guide documents specific naming and branding topics that appeared in incubation discussions: what participants questioned, what they asked to be clarified, and what was treated as relevant to project readiness.

Guidance in this document complements, but does not replace, ASF trademark policy or ASF branding guidance.

1. Name Suitability Is Considered Early

Discussion addressed when and how project name suitability should be evaluated.

Topics included:

• conducting name searches before or at entry into incubation
• clarifying which documentation is the source of record for name suitability
• avoiding duplicate or inconsistent naming guidance

2. Repository Naming and Use of the incubator- Prefix

Discussion examined whether podlings should retain the incubator- prefix in repository names.

Topics included:

• whether podlings may drop the prefix
• whether existing repositories may be renamed
• updating Incubator documentation to reflect current practice

3. Branding Checks Appear in Maturity Discussions

Discussion connected branding and trademark hygiene with project maturity.

Topics included:

• monitoring use of the project name and “Apache” branding
• responding to branding misuse or user confusion
• treating branding hygiene as part of readiness rather than a late-stage fix

4. Package and Namespace Naming

Discussion focused on package and namespace naming choices.

Topics included:

• whether packages should use org.apache.<project>
• comparisons with naming practices in other ASF projects
• how package naming reinforces project identity

5. External Ecosystems Can Create Identity Confusion

Discussion covered cases where third-party communities presented an incubating project as part of their own ecosystem.

Topics included:

• presentation implying third-party ownership or stewardship
• navigation or branding that could mislead users
• links or messaging that blurred governance boundaries

The discussion focused on how users perceive project identity.

6. Key Takeaways for Mentors, PPMCs, and the IPMC

• Treat name suitability as an early check, not a graduation concern.
• Keep repository naming consistent with Incubator expectations and documented practice.
• Include branding and trademark hygiene as part of maturity discussions.
• Use package and namespace naming to reinforce Apache project identity.
• Monitor third-party ecosystems to ensure project identity is not misrepresented.