What’s in a Name and logo?

I have been using the Sisu Firearms name since I started teaching classes more than 10 years ago.  It wasn’t until just recently though that I renamed my LLC.  I did so because I wanted to create a website where students (both future as well as past) could go for information, and I will do my best to keep it current and relevant.  Since my old LLC name was more obscure, I created a new LLC that matches the domain name of the website of sisufirearms.com.

I often get asked, What is Sisu?  Just the other day, a good friend asked me again what does sisu mean?  So, I thought I would share a little bit about why I chose both the name as well as the logo for my LLC.

Sisu is a Finnish word that does not translate directly into English, but it carries with it a meaning or concept.  On my Home Page, you will see 3 words at the top.  Determination.  Courage.  Action.  These are 3 elements of the word sisu.  It is about having perseverance and the ability to stand strong and be rational when you are facing adversity.  Other words I have heard used to describe sisu while growing up where grit, guts, bravery, integrity and power.  Together, this concept of sisu is what my company is all about.  As I teach classes for people who would like to get their concealed pistol license in the state of Michigan, I want to convey this same attitude for people when they choose to carry a gun for self defense.  Have the right determination to never give up, be courageous when being confronted with a threat, and also have the courage and mindset to first deescalate any hostile situation if that is possible.  Finally, know when to take action and when not to.  These are all part of what you will learn when taking my class.  The first action, is to learn.  Reach out today to set up a class with your own private group.

The logo that I am using to represent me also has meaning.  I just described the part of the logo of why I chose Sisu.  The other elements of the logo, are the outline of the great state of Michigan, the Nordic Cross and the colors.  I love Michigan and the people of Michigan.  It is a great state, and it has been my home.  It is where I met my wife, who immigrated (legally I might add) from Trinidad.  It is where we raised our children, and this is where much of my family is.  The class that I teach is also good for obtaining a CPL in the state.  The blue is a representation of the abundance of fresh water that you will find in this state like no other, and the white is about purity.  I think I am sounding like a Pure Michigan commercial now.  The last piece of the logo is the Nordic Cross, and this represents my Chrisian faith.  Together, Sisu, Michigan, and Christian faith make up what I am all about.  So yes, the name of the company, and the logo mean something to me.  I hope that when you see this logo in the future, you think about these things as well.

I want to thank an old friend and colleague, Bill Thompson, whom I reached out to for some assistance.  He created the logo to represent me and Sisu Firearms.  It matches perfectly.  Thank you Bill!

I am not sure if anyone will ever read this or any other blog I write, but my goal in these blogs will be to share thoughts on my mind relative to carrying a gun for self defense and doing so safely.  I will also share other articles that I think may be of interest relating to these topics.

Thanks for listening – and stay safe!