Audrey Hepburn used to be Edda Van Heemstra Hepburn-Rusten. Arnold George Dorsey became Engelbert Humperdinck. Google was originally called BackRub (… really?!).
We used to be called fx-pedition 2010… that seems like an eternity ago now, and thankfully that rather unfortunate name has been condemned to the depths of history. We became the Heart of Borneo Project when we became a registered charity, and a great name it is too. We’d like to keep it, to be honest, but we think it’s a smart idea to let it go.
Because we feel it gives the impression that we are some kind of official tri-lateral Heart of Borneo Initiative department. Which we’re not, and don’t want to appear to be.
While we don’t mind explaining, we think it’s in the interests of transparency, and the best interests of the Heart of Borneo Initiative, which we support, for us to try to make the distinction more clear.
We debated for some time about what to do about this. In the end, we decided that becoming the Heart of Borneo Rainforest Foundation would make it possible for us to maintain our identity while also making the distinction between us as a charity, and the Initiative itself.
But there isn’t going to be any big fan fare or rebranding exercise. Frankly we’re too busy for all that. We’ll slowly shift our weight from one branch to the other, beginning here on our new website, because it seemed like a silly idea to launch a new site only to have to change it up again a few months down the line.
What do you think? It’s a bit of a mouthful isn’t it… and the acronym doesn’t exactly roll off your tongue… HoBRF… HBRF… HoBoRaF?!
But it’s grown on us. Reckon you’ll get used to it?