one thing I found useful to organise my endeavour was to work under a tag (name), concept or governing philosophy. This may seem a lot to develop simply to begin working, or it may seem superfluous, but perhaps the three are mutually inclusive, in that they all contribute to and support each other. The philosophy should inform the name and project concepts, the current project concepts and philosophy should inform the name, and the name and the project concepts should give rise to and suggest the philosophy.
one major issue with a name is that it must remain sufficiently wide in scope to cover any type of work and not to exclude any possible work that may arise in the future. it must also express this wide scope, in its expression of some of my ideals, for instance - urban hip, abstraction, minimalism, modernity. In addition, I feel my choice must symbolise, manifest and express acts of being subversive, refined, extremely creative, crisp, educated, competent, motivated, driven, committed, revolutionary/chic [elegant, stylish, fashionable], ruthless, experimental, experienced, knowledgeable, transcendent, alternative, diverse, appropriate, positive, determined, applied, passionate. Furthermore, it should also represent and suggest playfulness and humour, irony even.
In opposition, consider this - in choosing a name one must ensure that it never becomes unfashionable, or worse - dated. The problem with choosing a name like FAT or OMA or asymptote, is that in twenty years the culture in which they were devised may come through in the name so totally and completely that the name itself represents the trends of that period, many of which are no longer relevant, or worse - no longer interesting. A further example. Liberation, the French daily newspaper, previously aligned with some questionable policies and political movements. Today, they have refashioned themselves to represent more palatable political agendas. Were they to be called 'Socialism Today', the newspaper would have totally disappeared by now. Due in part to the fact that the name 'Liberation' is sufficiently wide in scope and definition, the paper was able to maintain the name yet change its content, its direction. Another example. Were Foster and partners initially called Foster Industrial Shed Architects, they may not have garnered a changing clientele, they may not have been able to adapt to changing circumstances.
Thus, although using a proper name for your company (i.e. your surname) may seem itself a little dated, it may mitigate for the fact that 'blobitecture' may not be a more appropriate solution even if it utterly and completely describes and embodies your current endeavours.