Service Offering Naming Standards

1. For the default offering name, use a simple and familiar phrase or term reflecting the offering's essential functionality. The name should be distinct from the category and service names. Avoid ambiguity. (e.g., Cybersecurity Incident Response)
2. You may use the vendor and product name (or just product name) if they are well-known and a reasonable user without specialized knowledge would recognize the name. (e.g., Canvas at Illinois)
3. You may insert the vendor and/or product name in parentheses after the default name when the number of offerings in a service is small, and the context provided is useful to a typical user. (e.g., Video Conferencing (Teams), Video Conferencing (Zoom))
4. You may add a parenthetic insertion to the default that includes a specific attribute, when a service contains multiple offerings with the same default name and the inclusion of vendor or product would not distinguish them. (e.g., Computer Labs (Campus), Computer Labs (Virtual))

In general, any service offering name should:

• Be based upon what is provided to the user
• Easy for users to understand
• Avoid redundant wording
• Not infringe upon trademarks
• Not be lengthy, mouthful
• Not be an acronym, unless is it commonly known (e.g., VPN)
• Not include metadata such as keywords for search terms or referencing previous names; This information should be included in the service catalog entry.
• Not use special characters such as @, &, *, and #