The Trident

We selected our name from the trident for its mythological connotations, but we’re not mysterious. Simply, we like it.

The trident’s “three teeth” represent creation, preservation and destruction.

From the circle-of-life to Joseph Schumpeter (see creative destruction), the trident is metaphorically broad for us to run with and have fun with. 

The X

Remember dotcom when everyone was putting an “i” in front of their business name? Today, “AI” is the zeitgeist. 

Similarly to i and AI, “X” is low-key trendy today. But, we didn't have f/k/a-Twitter's re-branding to X in mind. Rather, for us,...

X means:

• Connect – X is a connection, an intersection and crossroads, an opportunity for communications, a chance for new friendship

• Relate – X represents relationships, it is relational, like vis-à-vis, w/r/t, and a 2”x4” (ie, "two-by-four"); people, neighbors, communities

• Solve – X is the unknown, something to be discovered, something to be solved, like in y = mx+b 

• Multiply – X is math; in a synergistic context, it is a force multiplier

The nebulae of tines and four tridents coalesce our logo, with the negative space among the tridents forming an X - our trademark.