TL;DR: BRD wasn’t a great name for the company, and now we have a new one we like more: Alta.

BRD was never a great external name. It had important internal meaning to us but for a lot of reasons, we always communicated it to the outside world as either “a secret” or meaningless. It was awkward:

We don’t want to exaggerate the significance here to the heights of ethereal clouds where Zeus profoundly frolics. The typical rebranding sounds something like, “OMG, our new brand is the most amazing and important thing ever with so much meaning and richness.” It's really just a name. Like Bob. Or Sue.

We’ve found a name that fits us well, will be featured prominently at the top of the column in the yellow pages, and carries a lot of meaning to us: Alta. Alta California was also the name of our territory, sitting on top of Baja California. Alta also means other stuff we really like and it looks right on our bikes. So now we are Alta.