Katie & I had quite the journey when it came to capturing a name and brand to what has now become STAX. Some of you may have heard about our previous name, which was inspired by a low-tone, booming sound that was to pump from our speakers every class...ringing any bells? Nah? Well, we no longer have that name any more, but we can save that story for another time!
Fast forward 6 months from our original incorporation & branding, due to some unforeseen trademarking issues, we had one week to pull down all of our signage at the studio and rename our business. We knew that although our name would be changing, we wanted to stay true to our original concept, which was a unique studio concept with an edgy but down to earth brand. We also knew that it had to express our love for fresh beats and heavy bass (oops...are we still allowed to use the word bass?).
After a few late nights researching different night clubs, fitness facilities, record labels and apparel brands all over the world (accompanied of course, by a few bottles of wine) we came across the name "Stax". We absolutely loved the ring it had; it’s quick, catchy and memorable. Obviously, we had some serious research to do, so we immediately turned to the most academically trusted and credible source to find its true definition; Urban Dictionary:
“Something totally, mind blowingly, extraordinary, amazingly cool. In other words the combination of the terms STEEZ to the max.”
“Yeah, that’s so stax”
I could stop here, but I won't...
“Plain old style with eaaaze”
“Someone’s trademark or own style”
“Somebody’s unique style”
“You know my Steez” - Methodman.
We also discovered Stax records, which played a major role in the creation of soul music in the 60’s. It featured a ethnically integrated team of staff and artists which was unprecedented in that time of racial strife and tension in Memphis and the South. (Sounds like they liked to misbehave too!).
All in all, we couldn't say no to this one...We loved the edgy and confident tone behind it, and decided right there and then that Stax was the name for us.
When it came to our logo, we knew it had to be an extension of our modern, bold theme. The diamond and arrow parts elements were inspired by an ancient glyph symbols which represent life force, balance, togetherness and progression...I mean, what more is it really about? After sleeking & tweaking our glyph symbol a little (rock carvings didn't really have too modern of a feel), and adding the X to represent our new found name “STAX” onto the front, we locked it in.
As Calgary’s mature spin industry continued to thrive, we were still committed to creating a hub for the city’s top instructors, where they would have the freedom to implement their own music selections and unique cycling programs. We also wanted to create fluidity amongst studios, and make Stax feel like a home for instructors, riders and studio owners from all over. We knew this was risky, and going completely against the grain of the industry, but our confidence in this approach, and commitment to really shaking things up, lead us to our tagline “Let’s Misbehave” (prohibition style badass, right?).
Our crew is real; We have beards, tattoos, piercings, sometimes drink too many wines on a friday night, and we would'nt change a thing! Our instructors & riders are unexampled, and at the end of the day, it's all about getting together, sweating it out, keeping it real, and misbehaving just a little. Simple, right?
So, lesson learned. Turns out, were always meant to have the name STAX, we just needed that friendly push!
- Your girl, Em