I like it when names are straightforward and descriptive.
I have been hearing this advice… However, I think there is something good about having a name with character. To give an illustration, consider “The Haldane Institute”. This has gravitas / character / something, which “Reprogenetics Institute” doesn’t quite achieve. (Haldane in particular I think already has things bearing the name, and is also ambiguously a eugenicist.) (I agree my list isn’t great. My current frontrunners are Balbiani, Carmenta, or just plain Reprogenetics Institute.)
I have been hearing this advice… However, I think there is something good about having a name with character. To give an illustration, consider “The Haldane Institute”. This has gravitas / character / something, which “Reprogenetics Institute” doesn’t quite achieve. (Haldane in particular I think already has things bearing the name, and is also ambiguously a eugenicist.) (I agree my list isn’t great. My current frontrunners are Balbiani, Carmenta, or just plain Reprogenetics Institute.)