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What is in the name
The Story
Behind every business is a story about how it came into existence and the purpose its name and the symbols it uses. Many know about the smile within Amazon's logo. Others may know Starbucks was generated from memories of the founder watching deer with his grandfather.
We have approached our venture with the same intention and purpose.
aceelor
The name aceelor is a combination of two parts of our lives:
When Chris sat in his high school accounting class, he learned the basics of accounting through the use of a acronym, "ACE LOR". "ACE" refers to assets, cost of goods sold, and expense, all of which have traditional debit balances. "LOR" refers to liabilities, owner's equity, and revenue, all of which have traditional credit balances. This acronym has stuck with him the decades since and is his earliest memory of wanting to pursue accounting.
So where did the extra "e" come from? It just so happens that our kids names each start with A, C, E, and E. We promise that we did not intentionally name our kids for this to align.
However, for us, this combination is the marrying of both our personal and professional lives. While many businesses will have a "work / life balance" value, we have decided to blend the two for a continual reminder that we work to support our families and our families inspire us to be the best in our careers.
Orange Circle
We chose this symbol in remembrance to Laura's late father, Randy Flannery. Randy was a leader of our family; he inspired, he loved, and he was entrepreneurial in his own right.
A circle can represent the community of loved ones who grieve together. Sharing stories, memories, and support within this circle can provide solace and healing.
While orange was Randy's favorite color, it is bold, igniting, and parities neutral backgrounds; each of these described Randy's personality and how he navigated his own professional career.
The dots
Most importantly, the four dots on the top and bottom represent our four children. We created the endeavor for them, to provide them an opportunity to learn by watching how we work, how we talk with clients, and how to conduct themselves in a professional manner. However, as important, we want to build a legacy and a brand that they are proud of, and if they so choose, can carry on themselves.
Within each step of a career, an individual will take those historical markers and build upon them in their new role. Similarly, the top and bottom dots represent our individual experiences, our individual relationships, and our individual knowledge that we are bringing together in a combined package to provide to our clients.
The directional aspect of this combination alludes to our focus of always looking forward. While accounting can traditionally be historical-looking, we utilize those figures to advise future decision making. The past is in the past, we can only respond to the opportunities presented to us in the future.