It’s very challenging to create company names these days, especially when we insist on making the name available as a .com, be trademarkable, be easy to spell – zig-zagging around dozens of branding landmines. (One acid test: Can you remember a name perfectly, for example, if you hear it once over the phone?)

So. We’re very pleased to unveil InOut Labs, a great new company that offers lab/blood/DNA tests without wasting your time or money. A simple, clear meaningful brand strategy. Do our name, logo and tagline meet all 14 of our strict naming criteria? We believe so.

Want to establish a drug-free workplace? Or spend less on your cholesterol test? Check this good company out.