Good question @thom, thanks! Officially, there is no process that I know of - it’s a broad ecosystem, and goodness knows we’ve seen all kinds of names 
. Honestly, asking first is a better start than many projects get 
However, we can offer a few things to think about at least:
- Don’t use “Ansible”! As was discussed just yesterday it already means a lot of things, don’t make that worse if you can help it.
- Take a look at the ecosystem page to see some of the other projects - good for inspiration and to see what’s taken
- There are some logo & brand guidelines that might be worth checking out, though it won’t affect naming per se.
- And, of course, be nice, don’t pick something offensive - should be obvious but I have to say it
Otherwise, the better question might be - what are you building? 