We had decided we wanted the company’s logo to use aspen trees or leaves as the base of the design, but we had to think of a name that possibly related to that as well. We also toyed with ideas that related to our location and realized we spent most of our summer outings in the Subalpine ecosystem.
Technically, the Subalpine zone of the Rocky Mountains is characterized by its lack of aspen trees as they typically grow at a slightly lower elevation. But as illustrated in the photo gallery below, we often pass through these aspen groves on the way to the Subalpine ecosystem.
I’ve had some people get confused by seeing the name written out. It’s one of those words that doesn’t quite look like it’s been spelled correctly, especially since it’s not hyphenated. We also like the way it sounds when paired with the word ‘design.’ Don’t let the prefix ‘sub’ make you think our work’s sub-standard or subordinate (less important). It’s just the Alpine ecosystem is a little too cold and desolate for our tastes.