Why is it called the STA logger?

The STA logger is a unique, completely automatic weed mapping system that maps the location of weed management work while the operator is applying herbicide.

One of the most common things we hear, is prospective users of the system calling it the S. T. A. logger. And while we do like to capitalise the first three letters, it is actually pronounced as a word, “st-ah”. But why STA? We’ll take you through the key concepts of how it was named, and the logo developed.

Development and Project ASTA

When you are developing something, you end up with an assortment of computer files. These could be notes, drawings, or eventually more detailed plans. To keep things organised, you need to put them in a folder. In our case, it was on the computer but I guess there was a time when that could have been a physical folder too. And as you do, specifically in the case of a computer folder, you give that folder a name.

We were referring to the concept for the device as the “Automatic Satellite Tracking Attachment”, and while this is a fair description of the ideas we were discussing at the time, it wasn’t easy to say and wouldn’t be a great substitute for a folder name. So we referred to the project as its acronym, ASTA and called the folder “Project ASTA”.

Launch and name

As we refined the concepts and performed tests, we got overly excited about the technology and wanted to push it out to our beta testers as soon as possible. So I’m sure you can see how we went easily from ASTA to STA. But that doesn’t mean the choice was without meaning.

Satellites are a core component of how GPS/GNSS works so we opted for a space themed name and named it “star”. This is based on the project name (ASTA, by dropping the ‘A’) and the fact that we are Australian so pronounce the word star without the ‘r’ sound.

So to pronounce the name, you can channel the aussie that you all have deep down in you, drop the ‘r’ and call it STA. I guess technically it could still be referred to as the “Satellite Tracking Attachment” but despite being capitalised for branding purposes, it isn’t intended to be an acronym anymore.

Logo design

We knew the device would spend a lot of time outside, so to be recognisable and to not suffer from sun bleaching, we opted for high contrast, and minimal colour. And nothing fits that brief better than black and white, right?

The shape of the blocks that form the logo are derived from a star. Or more specifically, how you draw one with lines without taking your pen of the paper. The black and white colour scheme mentioned above also amplifies the space and star theme.

We also wanted to acknowledge the positioning aspect of the device as it is a core element of the tool. Therefore, the specific parts of the star emblem that were chosen, were selected because of their resemblance to an arrowhead evoking the idea of location.

So we’re left with the relatively simple arrow/star shaped design on black and white representing space, but also being high-contrast in the sun, named after a basic acronym from when the product was designed.