A company name is a snapshot of what that organisation stands for and should embody the spirit, direction or ambition of that business.
So, let’s have a look at some examples - starting with an easy one. Global luggage manufacturers Samsonite. Named after biblical strongman Samson, famed for his immense strength. Certainly a quality you’d want from your suitcases.
Perhaps less obvious is Vodafone, a name most are familiar with, but few will realise that it represents three things – Voice, Data and Telephone. Simple, but effective – summing up the three areas in which the company aims for excellence.
We’re changing our own name, because as DONG Energy (which stood for Danish Oil and Natural Gas), we’ve outgrown our fossil fuel roots and taken positive steps towards our green transformation.
For example, we have divested our upstream oil and gas business, have decided to stop all use of coal and have become the world’s largest developer of offshore wind. Our journey on this green transformation means that our old name no longer fits – for obvious reasons.
Our new name is Ørsted (pronounced Ur-sted), after Danish scientist Hans Christian Ørsted who helped lay the foundations 200-years-ago for the way we produce power today. He spearheaded several key scientific discoveries, including the discovery of electromagnetism in 1820.
Inspired by his curiosity, innovation and dedication, we think this new name truly reflects our transformation into a fully-fledged renewable energy company and the path we have already begun laying for our future direction.
Our offshore wind business is part of a hugely successful and growing UK industry, providing a substantial source of green energy for the nation, as well as providing opportunities to export products and services overseas – creating high quality jobs across the country and a thriving supply chain for businesses.
With our new name comes a renewed determination and we are taking real steps to help drive the green energy transformation. We know there is even more work to do if we are to realise our ambition and vision to create a world that runs entirely on green energy.
So, what is in a name? For us, Ørsted reflects where we have come from and, indeed, where we are going on our green transformation mission. I hope Hans Christian Ørsted would be proud of the innovative and pioneering spirit that drives the company which now bears his name.