In a surprise restructuring at Google, a new holding company Alphabet has been created to separate the core web advertising business from newer ventures such as driverless cars.
This move appears to be an attempt by the technology giant to focus better on its more creative and ambitious projects.
But why did Google choose the name Alphabet?
In a post on the official Google blog, the Google co-founder and the new Alphabet CEO Larry Page, says that they liked the name because "it means a collection of letters that represent language, one of humanity's most important innovations," and also because it is how "we index with Google search!"
But that's not all. "We also like that it means alpha-bet (Alpha is investment return above benchmark), which we strive for!," adds Page.
Page, however, clarifies that they don't intend Alphabet to be a big consumer brand with related product.
But the choice of the name also brings along a potential legal fallout for trampling on the trademark rights of what is a fairly common brand among American businesses.
In addition to the hundreds of small businesses with Alphabet in their names, there are currently 103 trademark registrations in the United States that include the word "alphabet" or some close variation, according to a database search of the US Patent and Trademark Office.
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