Barcella, Deborah Balbi, Gabriele 2026 This article examines the process of naming the World Wide Web that took place at CERN between 1989 and 1996 to argue that naming was not a secondary act of branding or representation but a constitutive part of technological development. Drawing on archival records, press coverage, and interviews with early web actors, it reconstructs how a nameless internal project evolved through provisional, contested, and unstable designations before “World Wide Web” emerged as a workable compromise. The article shows that naming functioned as an enabling practice: it made the project discussable in meetings, recognizable within CERN’s organizational culture, and legible to funding structures and public discourse. At the same time, failed attempts to standardize spellings, abbreviations, and trademarks exposed the limits of institutional control over emerging digital technologies. By foregrounding naming as a material and organizational process, the article reframes how technologies acquire visibility, legitimacy, and stability within the history of computing and communications. application/pdf https://n2t.net/ark:/12658/srd1336474 https://susi.usi.ch/global/documents/336474 https://susi.usi.ch/documents/336474/files/Accepted Manuscript_Barcella_Balbi.pdf eng info:eu-repo/semantics/altIdentifier/doi/10.1353/tech.2026.a996505 info:eu-repo/semantics/altIdentifier/ark/12658/srd1336474 info:eu-repo/semantics/openAccess Rights reserved Technology and Culture. - 2026, vol. 67, no. 3, p. 945-971 CERN Name-making process Organizational culture Technology naming The Web World Wide Web WWW info:eu-repo/classification/udc/65 More than a label : naming the World Wide Web as an enabling practice, 1989–96 http://purl.org/coar/resource_type/c_6501