Recently, the firm Roche Ltd, Consulting Group, a company based in Québec with over 1,800 employeees, has changed its name to Norda Stelo Inc.

Norda Stelo means “Northern Star” in Esperanto. “The name holds special significance for our employees because it represents the driver of our transformation the business plan we developed in 2013 which we often refer to as our Northern Star.

The use of Esperanto words is more common than I expected. It seems that many of these companies are owned by Esperanto-speakers. Lists can be found in the Internet about products and companies that use Esperanto words (some are coincidencial), here is an example.

I have found many companies which are using the lud radical:

Ludi (to play), is an old Swiss website for playing games online

Ludilo (toy), is a company in France that sells toys for children

Ludilo (toy), is a company in the Nederlands that sells toys for adults

Ludisto (player), is a german/international company that sells small videogames

My question is why they are chosing Esperanto words. What do they gain from using words from the constructed language?