The story of a Tag Line

Aatrral Academy

         - The temple of acceleration

The standard procedure in a starting is a company is to have 3 things. A name for the institution, A tag line and a logo.

The tag line and logo are not mandatory. However, once in a while, someone asks for them and we have to have a convincing reason for not having it too.

The company name. we need to have one and should be unique for the purpose of government registration. Apart from being unique, it is good if it can convey the message of our business.

Aatrral Academy. We have a name. Aatrral meaning Energy in Tamil language. Academy goes with out saying. There comes my personal experience that "Every one is unique" and has a "potential". So, the objective of our institution is facilitate our members inherent potential (energy) or assist them to find theirs (if they have not found it yet).

On to the tagline, we began with "Identify Potential. Create Value" . This again extends the scope of our offering to learning, research or entrepreneurship. My strong belief is that these three are inseparable. A purpose driven learning would lead to value creation for the individual in terms of monetary and societal standing.

Time went on. close to two years. Over this period we have been into science history. Rather evolution of science. During the exploration it occurred that the core concept in science is acceleration and that is the reason why Newton-Apple story has become so famous. It is usual for us to remember the story and forget the concept. Thanks to Prof shankar Ramamurthi's video lectures from Yale. He goes on to emphasize that force is the central concept of science. once we understand that, most of science will be easy. The part that does not fit into the most being quantum mechanics.

There is the clue. but force again was having two concepts. Mass and acceleration.

In the course of writing an article on acceleration, it suddenly occurred, why is that newton had to wait for the apple to fall?

The possible answer. Out of all the concepts, when we start approaching science with acceleration as the central theme, the whole puzzle seems to fit in. That is the story of acceleration in the tag line.

And accelerator is another word used in the entrepreneurship parlance. so, we get a common word that signifies both.

We would have heard, work is work ship. To worship we go a temple. Temple also stands to represent the point of focus.

That's the story behind the tagline "The temple of acceleration" .

So, we have a name and tag line. What about the logo?

Have engaged an expert to come out with a logo based on the following inputs.

- Newton says acceleration is due to a force (and that is due to mass)

- Einstein says the that is fine, but force itself manifests as a space-time curvature

- The Galileo's Law of Inertia states "unless there is an acceleration, the body remains at rest or in uniform velocity motion"

- Philosophically speaking, change is the only thing that is constant. Change requires acceleration and hence acceleration becomes the key.

The logo is expected have a representation of space-time, the focal point and may be a spice of spirituality.

Giving the company a name took close to a week. The tag line took close to 2 years. Lets wait for the Logo. Sometimes even waiting for something is an enjoyable experience.