It took us about two weeks to agree to a name for Stride; it look less than two hours for the logo. The naming process was tough, but by the end of it we had such a strong shared vision there wasn’t much room for disagreement throughout the rest of the process. We all agreed we wanted a relatively straightforward wordmark to support our brand value of simplicity. I also knew we’d need some sort of secondary icon for social media avatars, mobile app icons, and secondary applications. While perusing typefaces (glass of single malt Scotch in hand, as all with all fine design), I quickly settled on SugarPie.
When you’re creating a company, you’re going to screw up a lot of things—some of them badly. The one thing you make sure you get right (after choosing your co-founders) is the name.
Think about it. The average lifespan of a website design is in the ballpark of three years, and usually less for startups. The lifespan for a logo is, at best, two decades. Even iconic logos like Ford, ATT, and General Electric evolve over time. But Ford has been named Ford since 1903.
Changing your name isn’t impossible, but it is hard, and it can create a lot of confusion.
When we think about what Stride is and what it’s not, it’s always in the context of our core principles. Over the past months, these have guided everything from what colors we use to what features we’ve added. Sales tracking shouldn’t be complicated. Simple is beautiful. Fast is functional.
I began working on Stride more than two years ago. It wasn’t called Stride then: it was Aqueduct, an awful half-pun on the concept of a sales pipeline. I was visiting my family for the holidays, and every night after everyone went to bed I hunched over my laptop for hours working on the first prototype.
After a few years of running a small web design shop, I’d finally reached my wit’s end with sales tracking tools and CRMs. I tried more than a dozen and couldn’t find one that made sense for me. I didn’t need multiple salespeople or complicated reports, and I didn’t have time to enter contacts and manage them.