Just a wee reminder, incase anyone missed it, the explanation for why we are promoting the use of Safe rather than SAFE is in last week’s dev update. It’s not a re-brand (does anyone have the appetite for that right now?), it’s still an acronym (and both a noun and an adjective 
), and we’ll still promote the strapline “Secure Access For Everyone”.
When it comes to the subject of changing the brand, or enhancing it, or making it more ‘ownable’, and ‘less generic’, I think it’s worthwhile considering if that’s what we really want?
The Network, by its very design, will be owned by everyone, and controlled by no-one. It’s a platform that we want people to build a myriad of business and brands on-top of, and for people to feel secure in entrusting their personal data to.
People should consider it infrastructure, a utility, a globally accessible common resource, in the same way the internet, or the World Wide Web is. In that regard,
I’d argue it is desirable—and powerful—to have an unprotectable name, and for it not to feel like a brand, a tech company, or a new app.