Apogee Use In Business

[I'm in the process of converting Textkit to a blog format so topics like this seem a bit odd as a dedicated webpage, but this will have to do for now..]

At SMX East in New York City I had the chance to meet Bill Leake with Apogee Search. I of course love when businesses use Greek names so I asked Bill what was his translation of Apogee.

Bill, correctly, used the scientific meaning of apogee which is a term to describe the farthest or highest point. I believe too that apogee has some sort of exact scientific term that's used to describe the position of a satellite when there is an elliptical orbit. If you look at the Apogee-Seach logo, I believe they are cleverly referencing this.

Another term for apogee could be 'culmination' and specifically culmination as a comparison. "We are the apogee in our market" is meant to say that "We're the best".

I gave Bill my own translation as well and I pointed out to him that Apogee is a Greek word from 'apo' which is far and 'ge' which is Earth. So it's basically, "far from Earth". You could stretch that meaning a bit and take it to mean, "out of this world" so long as the word 'out' isn't so much a reference to location but rather a quality comparison. But the literal translation of apogee as "far from earth" is most accurate.

Nevertheless, it's great to see businesses use Greek terms so successfully in their names and logos. The neat thing too about apogee is that it's very easy to pronounce based upon its spelling - another benefit when selecting the right Greek terms to uses as business names.