I launched GreenAsh in 2004. Back then, I was young and naïve. My, my, how things have changed.
The name. It's derived from a type of tree called the Mountain Ash. It's one of the tallest species of tree in the world, and easily the tallest species of tree ever found in Australia. I liked that. However, at the time,
mountainash.com/net.au was taken (today, it still appears to have a squatter on it). So I thought, hey, trees are green. I'll call the site GreenAsh (I was also so young and naïve back then, I still thought CamelCase was cool … sigh). That domain's available. And it's a way cooler name anyway. Ergo, GreenAsh.
The logo. It's grey (ash-coloured), and it's shaped like a 'flake of ash' (if there is such a thing - humour me, let's assume that there is). It's also shaped like a natural sign, a musical notation symbol that restores a note to its 'natural' pitch. Hence, a bit more environmental symbolism to tickle my hippie sensibilities.