ADR-0004: Product name — Panorama

• Status: Proposed
• Date: 2026-04-17
• Deciders: Vitor Rodovalho

Context

We need a commercial name that:

• Is pronounceable and spelled identically (or near-identically) in EN / PT-BR / ES so the product has one wordmark across markets.
• Evokes "single view of everything you own and rent out" — both IT assets and fleet vehicles — not narrow to one side.
• Has an available-ish .com / .io / .dev domain and a plausible GitHub org name.
• Does not collide with an established product in the same space (asset management, fleet management, logistics SaaS).
• Is short (≤ 10 characters) to fit in nav bars, t-shirts, URLs.
• Is not a meaningful word in a way that attracts unrelated search traffic.

Decision

Panorama — with a working / stylisation of panorama. (lowercase, with trailing period for the wordmark, inspired by "panorama." as a full-sentence visual cue).

Why

• Same spelling and pronunciation in English, Portuguese (both variants), and Spanish — tick #1.
• Semantics: "a wide view of a whole region or situation" — a strong fit for a system whose value proposition is you see everything in one place.
• Short-ish (8 characters).
• No dominant brand in asset/fleet management uses it (as of 2026-04).

Trademark & naming boundaries

• We register a word mark in classes 9 (software) and 42 (SaaS) in the jurisdictions where we plan to operate (US, EU, BR).
• panorama is a common English word and cannot be exclusively owned; but panorama. stylised + "for IT and fleet asset management" is defensible.
• We explicitly do not pursue conflict with:
  • Palantir Panorama (enterprise data viz; different class)
  • Panorama (Microsoft Windows Phone term; deprecated)
  • Panorama Music / Panorama education (different classes)

Fallback names

If IP search turns up a conflict we can't work around, the maintainers vote on one of:

1. Horizonte — works in PT / ES; "horizon" in EN; readable across all three; fallback-1.
2. Saga — same word in all three; evokes "the long story of your asset fleet"; fallback-2.
3. Pangea — same word in all three; super-continent imagery; fallback-3.

Each fallback has its own ADR slot reserved if we need to revisit (ADR-0004a, etc.).

Alternatives considered

FleetForge / AssetForge

Sounds good in English. Fails the trilingual criterion; "Forge" is a clumsy transliteration in PT/ES. Also too narrow (Fleet) or too generic (Asset).

Atlas

Same word across EN/PT/ES. Over-used: Atlassian, MongoDB Atlas, Atlas Obscura, etc. Search results drown us.

Aurora

Same across EN/PT/ES. Already AWS Aurora. Would cause constant confusion.

Prisma

Taken by the ORM we intend to use. Would be a cruel joke.

Consequences

Positive

• Single wordmark across our three launch markets
• Natural visual identity: horizontal lines, panoramic imagery
• Domain strategy: target panorama.dev / panoramahq.com / getpanorama.io depending on availability — decided in a separate branding sprint

Negative

• Common enough as a word that SEO requires early investment
• Trademark in some classes will require legal review; budget for that before public launch

Neutral

• Name is a proposal until we do the trademark search; hence status "Proposed" rather than "Accepted".