What’s with the name Imago?

May 14, 2019
Posted in News
May 14, 2019 Federico Arboleda

A lot can go into a name

When Michael and I first came up with our software product, we didn’t have a name for it.  First and foremost on the to-do list was how to create a modern software product that could improve the work efforts of mining geologists.  Everything else—including its name—was secondary.

But as time went by…as we built the product, as we talked to our peers, conducted demos for potential customers, pitched potential investors, and listened to experts at their craft in the industry, it was evident that the naming of our software mattered.  Perhaps not quite as much as the product’s functionality and ability to improve upon certain work functions, but it mattered nonetheless, and more-so than what most people would have you think.


In order to stand out, a name has to be memorable, it has to be unique, and for us it had to also capture the essence of the value our product provided to the mining geoscientist.  After a lot of of debate and deliberation, the name that stood out for us was Imago.

So why the name “Imago”?

Well, our core software product revolves around imaging and visualization using modern computer tools: Modern imaging. Cloud-based imaging tools and integrations, which at the time of development were quite new in the mining industry.

So it started there, with words such as images, imaging, imagine, imagination.

Now match that up with the transitional times we are in today—of switching from analog tools like protractors, hand lenses, and compasses to digital tools such as computers, APIs, and machine-learning algorithms.  Transitional times.  Transformational times, wherein the modern geoscientist has to navigate around with older tried and true conventional tools and processes while also being open to new modern tools and workflows that are rapidly taking their place.

This combination of images with transformation leads to Imago, explained below.

Imago, defined

According to Wikipedia, “…the imago is the last stage an insect attains during its metamorphosis, its process of growth and development; it also is called the imaginal stage, the stage in which the insect attains maturity…the imago often is referred to as the adult stage.”

In a sense, our software is going through an “imaginal” stage itself, from its early days of corebox imaging to a whole lot more than that, including AI and machine learning processes and integrations with other cloud-based geoscientific tools of today.

If you haven’t taken a look at our software in some time, give it another look.  You’ll be pleasantly surprised at the new Imago, a more mature product that has also undergone a transformation of its own.

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