What is in a name?

What is in a name?

When your company is just starting out, you are afforded many daily opportunities to explain what it is you do.  When your company is working to solve niche problems in an obscure segment of an emerging market within a well-established industry, well… those explanations tend to elicit some interesting facial responses.  You very well could name your company almost anything non-descript and get away with it.  In fact, many companies have devised words in order to secure their branding and avoid any future issues of pigeonholing themselves into one particular line of business.  We at sensorFact have decidedly NOT done that.  Our name and logo have been meticulously designed with purpose and meaning so that, we hope, it will reinforce daily our reason for being.  Further, we hope our customers understand by it that we are dedicated to the solutions we offer.

So, what’s in a name?

Our name is officially sensorFact Services, Inc. but we brand simply as “sensorFact”.  The representation of the name with the lowercase “s” and the uppercase “F” is a standard practice in software development called CamelCase, which is to concatenate multiple words so humans can read them as separate, but machines see them as one unique string of characters.  It is common practice in languages (mandatory in some) that the first letter be lowercase.  We decided to represent our name this way, in part, to subtly inform other developers that our company is both rooted in software development and led by software developers.  Also, it almost always draws some extra attention to the name and attracts questions, which we think is good for creating a memory in people.

The words “sensor” and “fact” and the logo imagery both come from this author’s deep experience with database technology and architecture, and further point to our purpose as a service provider.  We deal in sensor data.  Lots of it.  We store this data in databases that we designed and developed to handle massive inflows and perform fast retrieval and sharing.  The experience for this started long before such an offering was available as a cloud service; it is rooted in Online Analytical Processing (OLAP), and from this experience the name and logo meanings are derived.  A common schema for OLAP is called “snowflake”, where the massive center of the snowflake is made up of a “fact” table and the dendrites are called “dimensions”.  In earlier years, when architecting an OLAP solution for sensor data, it was only natural to have a table called “sensorFact”.  When architecting our company around such a solution, but with newer more powerful technology, this name seemed to fit nicely and inform other database experts instantly as to what we do, and that we haven’t forgotten the lessons of the past.

The logo is a symbol of a snowflake with the cool blue colors to represent the same thoughtfulness.

Everything sturdy has a secure foundation, and we at sensorFact value thoughtful design and consider purposeful architecture as more than merely utilitarian.  It’s an art… form and function.