Maybe 'Liberty Software' would be a better brand?
I quite like the term "libre software" for that reason.
- It's not clear how to pronounce it. Lih-ber? Leeb-ray? Lih-breh? Libe-er? Leeb-ruh? Etc.
- It sounds like it originated in French or Spanish, which is not really accurate.
I honestly think this is something that has held LibreOffice back over the years. When you're trying to convince your superiors to adopt a massively disruptive software change, the last thing you want is for it to sound foreign (from whichever country you may be in) and be difficult to pronounce.
There is of course some inevitable splintering between the English speaking part of the FLOSS world and individual bubbles of people who don't speak English. For eg it seems like there is a large space of open source projects by people who speak Chinese but not English.
- It looks like Liberty in text, which is the main context it will be used in. Just tell people it's a "cool" modification of the word "Liberty".
- It carries the connotations of personal freedom (liberty) instead of financial freedom (free).
- People are actually using it right now, so most laymen would be able to google it and get some notion of what it is.