Traditionally, the device is named with some abbreviation of the chipset it is designed to control.
The xl driver provides support for PCI ethernet adapters and embedded
controllers based on the 3Com "boomerang," "cyclone," "hurricane" and
"tornado" bus-master Etherlink XL chips
This may not always be the case but if your chipset has some easy, unused abbreviation, then it might be best to go in that direction. But the best idea would be designing it then asking what name would be best for it (have a good working name in case so they can choose to leave the name as you designed it if that is their choice) and be willing to change the name if they come up with one that is more intune with their ideas.