The Cascade Land Conservancy: "We have a new name..."

...and that name is FORTERRA. I'm pretty sure it's a play on the whole "For earth" literal translation, or it's meant to look like the computer language FORTRAN when read quickly. Either way, the CLC, er, Forterra has issued a lengthy explanation for all of this (content below directly from cascadeland.org):

Goodbye CLC...hello Forterra?

"Cascade Land Conservancy
We have a new name!
 We are now Forterra
 
We are very pleased to announce that as of today Cascade Land Conservancy will be called Forterra.This exciting name change is a reflection of the growth and evolution of our organization.  The name Cascade Land Conservancy no longer accurately reflected the breadth of our work.  A dialogue began about a possible name change when the organization moved into Mason County and the word ‘Cascade’ no longer represented our geographic reach.  As our programs in the urban area became more prevalent, the words ‘Land Conservancy’ no longer represented the breadth of our efforts.  After years of conversation and numerous examples demonstrating that our name was hindering our efforts, it was evident that it was time to move forward with a change. 
Listening to our friends and partners has continually shaped our work, making our mission a reflection of the community. When we developed the Cascade Agenda in 2005 and began developing our emerging Olympic Agenda over the last few years, we heard that to make our region fully sustainable we needed to conserve our landscapes, create livable and affordable communities and help ensure economic prosperity.

Today we have cutting edge programs that simultaneously advance all three of these goals. We are implementing major conservation projects that are preserving natural and working landscapes. We are restoring city parks and helping create vibrant communities in our Cascade and Olympic Agenda City programs, all the while fostering economic development. We are now responding to our many friends and partners who have helped us understand that our critical mission and the vibrant, diverse work we do to accomplish it require a more appropriate to that broad vision.

In the past 22 years, we have conserved over 173,000 acres from small community parks to working lands spanning tens of thousands of acres. We have grown into a nationally renowned organization with a reputation as a thought leader on innovative conservation approaches, land restoration techniques and creating livable and affordable communities. With more than two decades of work, we have changed our name four times to keep pace with our growing mission. While we sometimes feel as if we are saying goodbye to an old friend, we are enthusiastic about a new appellation and the boost it will give us in serving the region.
When we made the decision to take this significant step, we were incredibly fortunate to receive help from the best. Hornall Anderson is one of the nation’s finest branding firms and agreed to lead us through the process gratis. In the end, Forterra was the name that stood out amongst the hundreds that were suggested by our supporters and friends around the region.
As an invented name, it is an open vessel that will allow us to continue to adapt to the needs of the community and effectively advance our mission. It is geographically neutral in both the urban and rural environments as well as across the regions.
The root of the word also embodies the end goal of our work. We are for the earth. It is a simple yet powerful statement that represents our landscape-scale work. We are grounded in our principles that we must encourage collaboration across all sectors and balance environmental, social and economic needs. It is these principles that continue to drive our holistic approach to creating a future worthy of our children and grandchildren.  
Changing our name is not a deviation of our mission. It is the recognition of the evolution we’ve undergone over time in order to advance our mission even further.
We remain firmly committed to our core principles that we will collaborate across all sectors to make our region fully sustainable with spectacular landscapes, livable, affordable communities and a prosperous economy. We will continue our holistic approach to creating a future worthy of our children and grandchildren."
That's cool and all, and I realize that the CLC has a business plan and would consider rebranding if it advanced their mission, but "C-L-C" had a ring to it that I kind of liked. I imagine anybody who didn't want their favorite conservation non-profit to sound like an environmental consulting firm or shoe recycler would probably agree with me. Then again, I liked Puff Daddy more than P. Diddy, so what do I know, I'm a simple Great Basin ecologist now...

Three days to Green Seattle 2012. Occupy your local public green space for a few hours this Saturday, eh?