# Naming and brand architecture

North brand guidelines for AI agents · https://identity.north.ae/AGENTS/naming · Updated 2026-10-14
Use when: Writing any product, company or team name; creating new names; URLs and file names.
Rules that always apply: https://identity.north.ae/AGENTS

## The four levels
| Level | Pattern | Example | Rule |
|---|---|---|---|
| 1 Company | North | North | Capital N, rest lowercase. Never NORTH or north in text. |
| 2 Sub-brand (business unit) | North + one word, no space | NorthStar, NorthCloud, NorthEdge | One word, two capitals. Never North Star, Northstar, NORTHStar, NORTH Star. |
| 3 Product | Sub-brand + Product | NorthStar Admiral, NorthEdge Horizon | Always prefixed by its sub-brand. Never "North Admiral". |
| 4 Component | Sub-brand + Product + Component | NorthStar Admiral Server | Plain component word: Server, Console, CLI, Mobile, Desktop, Agent, SDK. |

## Official company name
- Official registered name: **NORTH ADVANCED SYSTEMS LTD** — write exactly like this, in capitals.
- Use it only where the full official name is required: contracts, invoices, letterhead footers, regulatory and government filings.
- Everywhere else (marketing, product, docs, email, slides, social): **North**.

## Current names
- NorthStar (agentic AI platform): NorthStar Desktop, NorthStar Admiral (components: NorthStar Admiral Server, NorthStar Admiral Console, NorthStar Admiral CLI, NorthStar Admiral Mobile), NorthStar Skipper, NorthStar Studio, NorthStar Gateway, NorthStar Marketplace.
- NorthCloud (cloud business).
- NorthEdge (AI inference): NorthEdge Horizon (inference platform), NorthEdge Garden (model catalogue), NorthEdge Batch (batch inference), NorthEdge Observe (model monitoring).
- Cross-brand enablers (company-wide, so "North" + space + word): North Success (support portal), North Academy (training), North Vanguard (procurement), North Talent (hiring), North Identity (brand hub).
- Features inside NorthStar Desktop are names, not products: Mai (assistant), Shaheen (strategic analysis), Masar (geospatial). No sub-brand prefix, no lockup. Write "Shaheen in NorthStar", not "NorthStar Shaheen".

## Rules
- Never abbreviate names (no NS, NE, NC, "Admiral srv").
- After first mention in a long document, a product may be shortened to its product word ("Admiral") if unambiguous.
- Brand names never take a plural: "two NorthStar Desktop installs".
- Possessive: NorthStar's, North's.
- New product name: one real English word, pronounceable in English and Arabic, not a generic descriptor, not already used, trademark-checked. Register it with the brand team (brand@north.ae).
- Test: serves one business unit's customers → product of that sub-brand; serves the whole company → enabler.

## Web, files and code
| What | Pattern | Example |
|---|---|---|
| Company site | north.ae | https://north.ae |
| Sub-brand | north.ae/<subbrand> | https://north.ae/northstar |
| Product | north.ae/<subbrand>/<product> | https://north.ae/northstar/admiral |
| Enabler | <enabler>.north.ae | https://success.north.ae, https://identity.north.ae |
| Files, packages, identifiers | lowercase-hyphenated | northstar-admiral, northedge-horizon |

## Common corrections
| Wrong | Right |
|---|---|
| North Star, Northstar, NORTH Star | NorthStar |
| North Admiral, Admiral by North | NorthStar Admiral |
| North Horizon | NorthEdge Horizon |
| NorthAcademy, North-Academy | North Academy |
| NORTH (in text) | North |
| North Advanced Systems / North Ltd (in marketing) | North |
| North Advanced Systems Ltd (in a contract) | NORTH ADVANCED SYSTEMS LTD |