The name looks like a brand because it is one. It also looks like a compound because it was built like one. The parts are older than the project. The compound is not. Nobody in antiquity was called this, and the journal will not pretend otherwise.
Say the two halves separately, then say them as one word, and you have the pun. The answer under the fold is only the spelling.
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A modern name built from two old Greek words: λόγος, a word or an account, and φίλος, a friend. A friend of the word. Not a rank, and not a surname. The tongue in the medallion is the same joke, drawn instead of spelled.