When Mark Zuckerberg recently announced his grand plans to build enormous data centers in Ohio and Louisiana, two things stood out. First was the scale of the centers set to power Meta’s AI ambitions. Zuckerberg said that “just one of these covers a significant part of the footprint of Manhattan.” While both will cost “hundreds of billions.” 

The other was their names: Prometheus will soon pop up in New Albany, Ohio, and will be joined by Hyperion in Louisiana in 2030.

Where do these names come from? “Typically, the process is generally for most naming projects to go through a company’s brand team, though that doesn’t always happen,” says Dalton Runberg, a naming expert who has previously worked for big tech companies. “It could depend on the size of the company—at some smaller places, it might just be a function of other marketing people, but any big company is going to have a dedicated brand team, and may even have a dedicated naming person or team. Or they could work with a naming agency, especially for very high-profile brands.”

One of those agencies that big tech companies bring in to advise on this is Lexicon Branding, whose president........

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