35 BMC Brand Identity Version 06/13/22 Page. 16/ ©Copyright 2020-22 BMC Software, Inc. Product Naming Convention Brand Architecture Descriptive product names only, aligned to an approved sub-brand. Start with BMC master brand. Logo descriptor should be short, intuitive, and industry standard wording to describe what the product does. (Verbs or well-known categories preferred.) EXAMPLE SUB-BRAND EXAMPLE DESCRIPTOR Align to an approved BMC sub-brand. (New sub-brands require committee approval and are highly discouraged.)