Tune the trademarks section.
Signed-off-by: Wayne Beaton <wayne.beaton@eclipse-foundation.org>
diff --git a/source/chapters/trademarks.adoc b/source/chapters/trademarks.adoc
index e720348..ee89ef2 100644
--- a/source/chapters/trademarks.adoc
+++ b/source/chapters/trademarks.adoc
@@ -29,7 +29,7 @@
The brand that is associated with a particular project is used on the corresponding <<pmi-project-page, project page>>.
====
-The <<trademarks-formal-name,formal name>> of all {forgeName} open source projects starts with a brand. The brand should not generally be concatenated with any other words (there are some primarily historical exceptions).
+The <<trademarks-formal-name,formal name>> of all {forgeName} open source projects starts with a brand. The brand should not generally be concatenated with any other words (there are some historical exceptions).
[[trademarks-background]]
=== Naming and Trademarks
@@ -95,14 +95,18 @@
The formal name may include a brand name and/or a descriptive name.
[[trademarks-project-distinct]]
-==== Distinct Names
+==== Distinctive Names
-Project teams should strongly consider choosing a brand name. _Woolsey_, _Apogy_, and _Whiskers_ are examples of project names that are distinctive and memorable; they make the project easier to talk and write about than a wordier descriptive name. These names are not descriptive and so don’t stand well on their own; combining a distinctive name with a descriptive name (e.g. _{forgeName} Woolsey Intellectual Property Tools_) can help in this regard.
+Ideal project names are distinctive and memorable. _Woolsey_, _Apogy_, and _Whiskers_ are examples of project names that are distinctive and memorable: they make the project easier to talk and write about than a wordier descriptive name.
+
+Distinctive names don't tend to convey information about the nature of the project; combining a distinctive name with a descriptive name (e.g. _{forgeName} Woolsey Intellectual Property Tools_) can help in this regard.
[[trademarks-project-descriptive]]
==== Descriptive Names
-Descriptive names tend to be challenging to register as a trademark and so are generally discouraged. That's not to say that descriptive names are prohibited, but rather that they are more likely to be rejected during the trademark vetting process.
+Descriptive names tend to be challenging to register as a trademark and so are generally discouraged as a project name. That's not to say that descriptive names are prohibited, but rather that they are more likely to be rejected during the trademark vetting process.
+
+Descriptive names can, however, be helpful as an informal secondary name for a project.
The best names do not include the word _Project_, and are--in formal contexts--prepended by the <<trademarks-brands,brand name>>. Descriptive names may optionally include the words _Framework_, _Platform_, or _Tools_ if the project has a specific emphasis on extensible frameworks, a platform, or obvious development tooling technology. {forgeName} projects always provide both but may be tailored more toward one or the other. When choosing to use these words, the team should consider that _Framework_, _Platform_, and _Tools_ mean different things to different people and are becoming overused.
