Brotli
br in the Accept-Encoding header so that a browser can signal support; this support is present in newer versions of Firefox and Chrome as of early 2016.
While the addition of this format to Firefox/Mozilla was still under discussion, there was a bit of a mini-flap over earlier proposals to use "bro" as the encoding identifier (and file extension for Brotli-compressed files), as this was deemed by some to be misogynistic. After some debate over bro vs. brotli vs. br, the shorter of these was ultimately adopted.
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Magic
Brotli files (and network traffic) do not have any magic bytes: the first bytes will have right-most bits from this table, which could be anything.
Google have a closed ticket with no resolution on the status of magic number identification. It is desired by parts of brotli's community who have sought to add it to magic but with the difficulties implied above, i.e. 254 bytes might be used. This is certainly not ✨magic✨.
