What’s in a name?

2010 September 7
by Hedon

As Stace mentioned (and I’m sure as many of you suspected anyway) there were many rules involved in picking our company name. Here are a few of them:

  • Had to be something Fernando could remember at least 65% of the time when answering the phone.
  • Absolutely could not under any circumstances contain any of the following words: Transportation, Transport, Transit, Trans, Express, Logistics, Freight, Cargo, Global, Distributor, Distribution, Enterprises, Service or Monkey. Ugh.
  • Could not include my last name, Stace’s last name, the hybrid last name we invented to use when we play video games together, the kids’ name, the grandkid’s name, or Maggie’s name.
  • Could not include the name of the town we live in, the name of the town Stace grew up in, or the town I grew up in, or the town in which we met a million years ago, or that cool town we visited that time on vacation, or that magical mystical town I was in during I that really cool dream I had where I was flying.
  • Had to stand out from the crowd.
  • Assuming that we would provide excellent service, it needed to be something a broker could remember a la “Man… we’re really in a bind… who was that company we used that got that load there a day ahead of schedule last month… oh wait I remember now… wasn’t it Global Logistical Cargo Transportation Services Enterprises, Inc.?”
  • Should probably include at least a nod at ‘truth in advertising’ or some-such.
  • Should remain true to our general life philosophy that one should really try to avoid taking themselves too seriously if at all possible.

I’m sure you can see how Highway Hags, LLC ended up being the only name we could think of that really fit the bill.

So we had the name all picked out then we needed to come up with a company slogan or catch phrase. You know like “GE — we bring good things to life” and all. As Stace mentioned, we finally settled on “We work harder… since we can’t rely on our looks” but originally I wanted it to be:

Highway Hags — “we work harder… since we can’t rely on our looks and apparently brains will only get you so far”

But Stace thought that one was too long. She said to think:

Motel 6 — “We’ll leave the light on for you”

not:

Motel 6 — “We’ll leave the light on for you and in the morning there will be coffee and cereal in the lobby and sometimes donuts but not all the time it just depends. Also, the rooms are fairly clean… oh sure, they’re not spotless or anything, but honestly what do you expect for $32 a night, anyway?”

I had to admit that I saw her point on that one. So I was wrong on the motto. I was not, however, wrong on the goober HeeHaw logo we currently have disgracing both sides of our tractor. Since we couldn’t afford a real (impressive) logo, we wanted to go with straight text for the time being and change it to a real logo when we had the chance. I already posted about how this plan went horribly horribly wrong, but I thought you might like to actually see the hideous outcome.

Here is what I wanted:

Well if I could figure out what’s wrong with my ability to add pictures there would be one here

And this is what we got:

Likewise a stupider more goobery logo picture here

Oh the humanity!

On the bright side, we just finished our first ever week and it went off quite well. We were able to keep running and only missed our weekly financial goal by $200 which wasn’t too bad considering it was our first week and Labor Day Weekend besides. Who knows maybe this whole thing will all work out… if not maybe we could get by on our looks somehow…

3 Responses
  1. 2010 September 29
    chaos permalink

    bah. the please enter password for hedon thingy wont let me look at the pictures. lol

  2. 2010 October 1

    I can’t see the pictures!!! Where are the pictures?? :(

  3. 2011 March 2
    ELH permalink

    Hi just referred over here from Salena…I enjoy your site…lots of luck with the new status of being an own/op… any new posts in the works??

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