Companies do not necessarily have a trademark on a name under all circumstances, just where copying would cause market confusion. E.g., United Van Lines or United Artists seems to be no problem. Lexis internet research lost their infringement case against Lexus (Toyota) luxury vehicles.

Likewise, a starfish software program or restaurant would probably not block UA if that were also the eventual real name, not merely the code name.

Yet it seems particularly suitable for a project code. (Reminds me of the military!) As I mentioned in another thread, one can chop off one leg from a "parent" starfish, and the piece will eventually grow back into a whole animal.

Appropriate under the circumstances, no?