Based in Sausalito, California, Igor is known for its "almost militant embrace" of using real and natural-sounding words in naming.

Among others, the company has named Gogo Inflight,[1] Cutthroat Kitchen, TruTV, the Aria Resort, and consumer products for The North Face and Target.

Judged by Ben Cohen of Ben and Jerry's, Jerry Harrison of Talking Heads, Bob Camp, co-creator of Ren & Stimpy and others, Shinolas were awarded to products including the Oldsmobile Achieva, and Cruex, a cream to soothe itches.

They advised against the industry-standard practices of using invented words, convening focus groups for market research, and choosing company and product names based on the availability of a URL.

As more blogs related to branding began to appear online, Fast Company wrote: "The best stuff comes from Snark Hunting," highlighting a post which "riffed on The Gap's new Forth & Towne store concept for middle-aged women, noting that it uses an ampersand rather than risk the acronym FAT.