Update CONTRIBUTING.md

Add naming requirements

CONTRIBUTING.md

@@ -18,12 +18,13 @@ If you would like to include a new font family in the Google Fonts collection we
 
 * The typeface design is original, or a legitimate revival of a design in the public domain, and of good quality. The Google Design team curates the overall Google Fonts collection and decides if fonts are of good quality. You can get general reviews of your project from the wider international type community during development by posting review requests in the [googlefonts-discuss](https://groups.google.com/forum/#!forum/googlefonts-discuss) group, and the [typedrawers](http://typedrawers.com/categories/critiques%E2%80%94type-design) review forum. 
 * The project is licensed under the [SIL Open Font License v1.1](http://scripts.sil.org/OFL), with no Reserved Font Name ([why](https://github.com/simoncozens/silson/issues/1))
-* The project is developed on Github or similar, with complete corresponding sources, [open](http://producingoss.com) to public participation, and actively maintained. Sources mean the fonts are available in the preferred form of modification, plus reproducible build instructions or scripts
+* The font family name does not include any company names or initials, and no registered trademarks; it should be a simple and unique name.
+* The project is developed on Github or similar, with complete corresponding sources, [open to public participation](http://producingoss.com), and actively maintained. Complete corresponding sources means that the fonts are available in your preferred form of modification, the files you actually use to develop the project, along with all the build instructions or scripts needed to  reproduce the process of turning those source files into your released font binaries. 
 * All font files are available in TTF format, with hinting (such as with [ttfautohint](http://www.freetype.org/ttfautohint/))
-* All font files have at a minimum the 215 glyphs listed in our [latin_unique-glyphs.nam](https://github.com/google/fonts/blob/master/tools/encodings/latin_unique-glyphs.nam)
+* All font files have at a minimum the 215 glyphs listed in our `[latin_unique-glyphs.nam](https://github.com/google/fonts/blob/master/tools/encodings/latin_unique-glyphs.nam)` file
 * All font files within the family have the same Unicode character set (unencoded glyphs can differ)
-* A `README.md` file is included in the root of the source repository with [FONTLOG](http://scripts.sil.org/cms/scripts/page.php?site_id=nrsi&id=ofl-faq_web#43cecb44) information, and your name and Google+ profile link, so that we can prepare a description ([example](https://github.com/google/fonts/blob/master/ofl/poppins/DESCRIPTION.en_us.html)) and link your name to your profile ([list](https://github.com/google/fonts/blob/master/designers/profiles.csv))
-* More detailed design and production details are listed in [googlefonts/gf-docs/ProjectChecklist.md](https://github.com/googlefonts/gf-docs/blob/master/ProjectChecklist.md)
+* A `README.md` file is included in the root of the source repository, and inside of that file we can read about [FONTLOG](http://scripts.sil.org/cms/scripts/page.php?site_id=nrsi&id=ofl-faq_web#43cecb44) information, and your github usernames, so that we can prepare a description ([example](https://github.com/google/fonts/blob/master/ofl/poppins/DESCRIPTION.en_us.html)) and link your name to your profile.
+* More detailed design and production details are listed in [github.com/googlefonts/gf-docs/ProjectChecklist.md](https://github.com/googlefonts/gf-docs/blob/master/ProjectChecklist.md)
 
 When your project meets these criteria, please [file an issue](https://github.com/google/fonts/issues) with a link to the source repository.
 (In the future we hope to provide guidance on making pull requests directly, but since we carefully check the technical aspects of the fonts, it's better to work with us on your upstream project.)