Great question. Each yoyo has a different process for naming. Some ideas have a name from the beginning. For example Benchmarks - the conception of that idea had the name as part of the idea. Sometimes different people suggest things.
The one we struggled the most on was the Rally. We literally spent a few weeks arguing about it every lunch. It was really funny - no matter what someone came up with, someone else said they didn’t like it. Andrew suggested Rally one day and we were all loving it.
The Yelets was weird. We took the width and diameter and mapped them as coordinates on the globe and decided whatever city it was to would be the name. Turned out to be Yelets. Not so sure this naming was the best idea haha
So it just depends 
