IMPROVIO

• Looks younger, sleeker and more easy-going.
• Takes less space on the website.
• It shows that the people behind have self-irony about improvization.
• Many people like understatements (perhaps one of reasons for slack's success: employees enjoy a funny name ... not sure if it's the same type of irony with "improv" .. perhaps we should be more serious)
• Looks better for most non-English natives
• Logo tells “improve world” only implicitly
• Easier to type: i+o next to one another on keyboard
• Plainly abbreviated as IO.

IMPROVEO

• Improve + veo ("I can see" in Spanish) = I see improvement. Better for 450m Spanish speakers
• Logo tells explicitly “improve world”
• It can look like "I improve" for people with classic education (professors may like it)
• Looks older and bolder
• More loaded with motion (move)
• Easier to spell over the phone: “improve” & “oh”
• More probability it will be pronounced oo & the brand not overlooked as a spin-off of "Improv" comedy.
• Improvio may not be funny enough to make a big difference anyway. :)
• With two options in which one looks more aligned to the mission, it might be a mistake to intentionally avoid it, because we calculated that users might like irony and a sleeker-looking vowel.