There are plenty of things that make a great darts brand.
The darts need to be good. The designs need to stand out. The players need to perform.
But before any of that, there is one thing every brand needs:
A name people remember.
And darts has some brilliant ones.
It also has some absolutely terrible ones.
So, after looking at the biggest names in the game, considering how distinctive they are, how well they fit darts, how much personality they have, their heritage — and, importantly, how fans react to them — here is our definitive ranking of the 15 best and 15 worst brand names in darts.
And yes, there is a new name right at the bottom.
The newly launched BEAZD has arrived at precisely the wrong time for a brand-name ranking, because the reaction from darts fans to its 27 August 2026 rebrand has been… let’s say, less than enthusiastic.
But first, let’s talk about the name that gets everything right.
The 10 Best Darts Brand Names
10. One80
It’s hard to make a bad darts name out of One80.
The number is one of the most iconic things in the sport, and the name immediately tells you what you’re looking at.
It’s simple, international and unmistakably darts.
The only reason it isn’t higher is that it is perhaps a little too obvious.
There’s not much mystery to it.
Verdict: 8/10
9. Cosmo
Cosmo is different.
It doesn’t immediately scream darts, which is actually part of its appeal.
It sounds premium, modern and international.
It could be a watch company. A technology company. A Japanese automotive brand.
Or a darts manufacturer.
That flexibility gives it a sophisticated feel.
Verdict: 8.1/10
8. Red Dragon
This is where darts branding starts to become fun.
Red Dragon has enormous visual potential.
A dragon.
Fire.
Strength.
Wales.
Aggression.
It practically designs its own logo.
And unlike a generic sporting name, you can build an entire identity around it.
It’s memorable before you’ve even seen a set of darts.
Verdict: 8.3/10
7. Harrows
Some names just sound like they belong in a particular sport.
Harrows is one of them.
It has an old-school British sporting feel without sounding old-fashioned.
It sounds established. It sounds dependable. And it has the sort of heritage that makes it feel completely natural when a player says:
“I’m throwing Harrows.”
That’s a surprisingly difficult trick to pull off.
Verdict: 8.4/10
6. Target
It is almost ridiculously obvious.
You throw darts at a target.
But sometimes obvious is brilliant.
Target is short, universal, easy to pronounce and instantly connected with what the sport is about.
It also works beautifully as a broader sporting brand.
The only drawback is that it is an extremely common word, making it harder to completely own as an identity.
Verdict: 8.5/10
5. Bull’s
If we’re judging the actual word, Bull’s is almost perfect.
The bull is the centre of the board.
The bullseye is one of the defining targets in darts.
“Bull’s” sounds aggressive, competitive and unmistakably connected to the game.
The problem was never the name.
The problem was that there were two major darts operations using variations of it, creating confusion that ultimately contributed to the 2026 rebrand of one operation as BEAZD.
So the word itself gets a huge score.
The branding situation around it? Not so much.
Verdict: 8.7/10
4. Shot
Shot is one of the cleanest names in the entire darts industry.
One syllable.
One word.
An action.
You take a shot.
You throw a shot.
You hit a shot.
It sounds sporty without being cheesy and darts-related without being painfully literal.
Most importantly, it looks fantastic as a brand.
Verdict: 8.8/10
3. Winmau
The ultimate example of a name becoming powerful through association.
When you first hear Winmau, it doesn’t mean anything.
Then you watch darts for a few years.
Suddenly it means darts.
That’s the mark of a great brand.
It’s unique, instantly recognisable and impossible to confuse with almost anything else.
Verdict: 9/10
2. Unicorn
You couldn’t invent a better darts brand name if you tried.
Unicorn has absolutely nothing to do with darts.
And that’s precisely why it’s so good.
It’s memorable.
It’s visual.
It’s distinctive.
It has personality.
And, crucially, it has been around long enough for the name itself to become part of darts culture.
A Unicorn is a mythical animal.
But in darts, Unicorn is a manufacturer.
That’s branding.
Verdict: 9.4/10
1. Loxley
This is where the list gets really interesting.
Because Loxley isn’t merely a good-sounding name.
It has a story.
And not just any story.
Robin of Loxley.
Robin Hood.
The outlaw.
The archer.
Sherwood Forest.
The perfect character for a darts company.
The connection gives Loxley something that most darts brands simply don’t have: an entire mythology to build around.
And Loxley has actually used it.
The brand’s flagship Robin series is explicitly built around the Robin Hood legend, while the range extends into names such as Tuck, Marian, Little John and Sheriff. Loxley’s own site describes the Robin series as its flagship and also highlights the Acorn and Shark ranges among its distinctive designs. (Loxley Darts)
That is genius branding.
Think about what the company has done.
The brand is called Loxley.
The main darts are Robin.
Then you have Tuck.
Marian.
Little John.
Sheriff.
Acorn.
Suddenly you’re not looking at a catalogue of random dart names.
You’re looking at a world.
And the connection is perfectly suited to darts because Robin Hood is fundamentally associated with archery.
The name Loxley also has a genuinely strong association with Robin Hood in popular culture; Robin of Loxley is one of the best-known versions of the legendary outlaw. (Wikipedia)
That’s what makes Loxley so clever.
It isn’t just a name.
It’s a brand universe.
You could launch another dozen products tomorrow and still have somewhere to go with the concept.
And the best part?
It doesn’t feel forced.
Loxley sounds like a premium heritage brand even if you know nothing about Robin Hood.
Once you understand the reference, however, the whole thing clicks into place.
That’s exceptional naming.
Verdict: 10/10
1. Loxley
Yes.
We’re giving it the crown.
And the reason is simple:
No other darts brand does as much with its name.
Unicorn is memorable.
Winmau is iconic.
Shot is brilliantly simple.
But Loxley has something else.
A story.
The name immediately connects the brand to Robin of Loxley, one of the most enduring versions of Robin Hood. From there, the company has built an entire collection around the characters and imagery of the legend.
Robin.
Tuck.
Marian.
Little John.
Sheriff.
Acorn.
It’s clever enough to make you smile without becoming gimmicky.
And it makes sense.
Robin Hood was an archer.
Darts is a precision projectile sport.
Loxley is therefore not just borrowing a famous character for marketing purposes. It has found a piece of folklore that naturally fits what the company makes.
That’s what great branding does.
It takes something people already understand and makes it belong to you.
Loxley has done exactly that.
Verdict: 10/10
The 15 Worst Darts Brand Names
Before anyone gets offended: this is about the names, not necessarily the quality of the darts.
A company can make brilliant equipment and still have a rubbish name.
And nowhere is that more obvious than at number one.
15. Performance Darts
It tells you exactly what it does.
And absolutely nothing else.
“Performance Darts” sounds like a name created after someone said:
“We need something by Friday.”
Functional.
Forgettable.
Verdict: 5.3/10
14. Formula Sports
Formula Sports sounds like a company that sells racing tyres.
Or engine oil.
Or go-karting equipment.
There’s nothing wrong with it, but it doesn’t give the brand much personality.
Verdict: 5.2/10
13. Grand Slam
Grand Slam sounds exciting.
The problem is that practically every sport has a Grand Slam.
Tennis.
Golf.
Boxing.
Darts.
And probably three sports you’ve never heard of.
It says “sport”.
It doesn’t say “us”.
Verdict: 5.1/10
12. Bottelsen
Bottelsen sounds respectable.
It sounds established.
It sounds like an engineering company.
But that’s also the problem.
There isn’t much inherent darts personality in it.
Verdict: 5/10
11. Elkadart
Say it out loud.
Elka-dart.
Then say it again.
Elk-a-dart.
Now you’re picturing an elk throwing darts.
You can’t unsee it.
The name has history behind it, but compared with today’s more distinctive brands, it feels dated.
Verdict: 4.9/10
10. Koto
Koto is short and clean.
But what is it?
A darts company?
A Japanese restaurant?
A car?
A camera?
A piece of Scandinavian furniture?
There’s nothing wrong with the word.
There’s just not much darts identity in it.
Verdict: 4.8/10
9. Darts World
This sounds like a website.
Or a magazine.
Or a giant darts exhibition.
It doesn’t sound like a brand manufacturing equipment.
It’s simply too descriptive.
Verdict: 4.6/10
8. Darts Corner
As a retailer, this is actually a fantastic name.
As a brand?
Not so much.
It sounds like a place where you buy darts rather than a company whose name you want on your shirt.
It’s descriptive rather than distinctive.
Verdict: 4.4/10
7. Precise180
Precision.
Darts.
We’ve got the whole marketing department in there.
Unfortunately, it sounds like a product specification rather than a brand.
Verdict: 4.2/10
6. XQmax
This one has a serious pronunciation problem.
X-Q-Max?
Ex-Queue-Max?
XQ Max?
Nobody knows.
It sounds more like a gaming headset or energy drink than a darts company.
Verdict: 4/10
5. Dpuls
Why remove the vowels?
Was “Dpuls” considered more futuristic than “D Pulse”?
It looks like a technology startup.
You can almost hear the pitch:
“Dpuls is disrupting the precision-sport ecosystem.”
It’s darts.
Verdict: 3.8/10
4. Ruthless
Ruthless isn’t a terrible word.
The problem is that darts has an entire army of brands trying to sound dangerous.
Viper.
Predator.
Assassin.
Bullet.
Ruthless.
After a while it all starts sounding like names for paintball equipment.
Verdict: 3.7/10
3. GOAT
GOAT is memorable.
That’s why it doesn’t belong near the absolute bottom.
But there is something slightly uncomfortable about naming your darts company Greatest Of All Time.
It’s a massive claim.
You’re effectively challenging every other manufacturer before the first dart has even been thrown.
The name has commercial presence, but as a piece of branding it risks sounding a little too pleased with itself.
Verdict: 3.6/10
2. Bullet
Bullet is punchy.
Bullet is memorable.
Bullet also feels like it could be the name of absolutely anything.
A car.
A watch.
A football boot.
A racing bicycle.
A protein bar.
Or a darts company.
It’s perfectly serviceable, but it lacks the originality of the very best names.
Verdict: 3.5/10
1. BEAZD
And here it is.
The worst darts brand name of 2026.
Not because the name is impossible to make work.
It isn’t.
And not because changing from BULL’S was necessarily a bad idea.
In fact, separating the two BULL’S identities makes perfect sense. The problem was the execution.
The new brand BEAZD launched on 27 August 2026, and the initial reaction from darts fans has been brutal.
The launch-day discussion was filled with people questioning the name, its pronunciation and what it is supposed to mean. There was also considerable acknowledgement that the old BULL’S situation was confusing and that a rebrand was understandable.
That’s an important distinction.
The rebrand may make sense.
The name doesn’t.
At least, not yet.
BEAZD has several problems.
First, nobody immediately knows how to pronounce it.
Second, nobody immediately knows what it means.
Third, it has no obvious connection to darts.
And fourth, it has thrown away a name — BULL’S — that was already deeply embedded in darts culture.
Of course, meaningless names can become great.
Winmau is proof of that.
But Winmau has had decades to build an association between those letters and darts.
BEAZD has had roughly a day.
And the first impression has been less:
“That’s an exciting new brand.”
and more:
“What on earth is BEAZD?”
That’s not necessarily fatal.
In fact, there is a bizarre possibility that BEAZD eventually becomes brilliant precisely because it is so strange.
People remember it.
People talk about it.
People argue about it.
And that is more than can be said for many forgettable brands.
But right now, on 28 August 2026, with the launch still fresh and the consumer reaction overwhelmingly sceptical, BEAZD has earned the unwanted title of worst darts brand name.
Give it five years and we may look very silly.
Give it ten years and it could be the next Winmau.
But today?
BEAZD is last.
Verdict: 2/10
The Final Top 15
| Rank | Brand | Why it works |
|---|---|---|
| 🥇 1 | Loxley | Brilliant Robin Hood story and an entire world of product names |
| 2 | Unicorn | Iconic, distinctive and instantly memorable |
| 3 | Winmau | Unique name that became synonymous with darts |
| 4 | Shot | Short, simple and perfectly suited to a precision sport |
| 5 | Bull’s | Almost perfect darts relevance |
| 6 | Target | Obvious, universal and incredibly effective |
| 7 | Harrows | Heritage and personality |
| 8 | Red Dragon | Fantastic imagery and identity |
| 9 | Cosmo | Modern and premium |
| 10 | One80 | Instantly recognisable darts reference |
The Final Bottom 15
| Rank | Brand | Why it falls short |
|---|---|---|
| 💀 1 | BEAZD | Confusing, unexplained and immediately unpopular |
| 2 | Bullet | Generic despite sounding good |
| 3 | GOAT | Memorable but unnecessarily self-congratulatory |
| 4 | Ruthless | Generic darts aggression |
| 5 | Dpuls | Looks like a tech startup |
| 6 | XQmax | Impossible to pronounce naturally |
| 7 | Precision180 | Sounds like a product specification |
| 8 | Darts Corner | Great retailer name, weak brand name |
| 9 | Darts World | Too descriptive |
| 10 | Koto | Stylish but vague |
| 11 | Elkadart | Sounds like an elk’s side hustle |
| 12 | Bottelsen | Serious but lacking darts personality |
| 13 | Grand Slam | Too generic across sport |
| 14 | Formula Sports | More motorsport than darts |
| 15 | Performance Darts | Functional but forgettable |
Why Loxley Wins
Ultimately, that’s what separates Loxley from the rest.
A good brand name sounds good.
A great brand name creates possibilities.
Loxley has taken one word and built an entire darts mythology around it.
Robin.
Tuck.
Marian.
Little John.
Sheriff.
Acorn.
And it all leads back to Robin of Loxley — an archer whose legend is almost tailor-made for a darts company. Loxley’s own catalogue continues to build on that concept, with the Robin range described as its flagship and products such as Acorn sitting alongside it. (Loxley Darts)
That’s not just clever marketing.
That’s coherent branding.
The best names make you understand a company.
The great ones make you want to explore it.
And Loxley does exactly that.
You see Loxley Robin and immediately understand the reference.
You see Loxley Tuck and wonder what the connection is.
Then you see Marian, Little John, Sheriff and Acorn and suddenly the whole thing makes sense.
You’re not just buying another set of darts.
You’re buying into a story.
And in a market full of Targets, Missions, Bullets and various combinations of darts, precision, numbers and aggressive adjectives, that’s incredibly valuable.
So, after all the arguments, all the questionable names and one particularly controversial rebrand…
Loxley takes the crown.
Because when it comes to darts brand names, the best name isn’t necessarily the loudest.
It’s the one that gives you the most to remember.
And nobody does that quite like Loxley.