If you have graphic design experience, check out the on-going logo design competition at 99designs for the Singularity Institute. There are still 6 days left to enter and be eligible to win the $295 prize if your design is selected. Tell your friends with graphic design experience too. There are very few submissions currently.
Note: This is a blind contest. Designers can only see their own entries. All designs will be revealed when the contest ends.
If you're interested at getting a peek at the designs, they will be online after the competition is over. This is standard practice in 99designs contests to prevent designers from contaminating each other and having all the designs drift in a certain direction.
Any suggestions?
Any of those names would increase its esteem dramatically. Right now you have to take the Singularity hurdle before you can start talking about risks from AI seriously.
I like "Formal Ethics" or "AI Ethics". Including "Friendliness" in the name would probably be a mistake.
I was thinking something like "the Optimization Institute", or something else with the word "optimization" — since it's relevant to their research (and distinguishes their focus on precisely-understood optimization algorithms from other AGI projects that focus on often-nebulous and often-anthropomorphic views of intelligence), and doesn't have significant preexisting connotations, while still hopefully sounding a bit intriguing to people who haven't heard of it before.