What's in a Name: Sledgehammer Games

It's been awhile since we've brought you the origin story of an industry presence, so here's what Glen Schofield had to say about coining his new studio, "Sledgehammer Games," during our recent chat:

"We wanted to establish, with more than just a name, our passion and dedication to the studio goals -- from building a world class culture and team, to delivering top quality games -- so we needed a brand for the studio. We started with a list of adjectives that reflect our personality, style and games we like to play and make. Some were hilarious, and some didn't have a chance of getting through legal approval. In the end, Sledgehammer Games always stuck out.

"We mocked up slogans for the studio in the same spirit. Slogans like 'hard hitting entertainment' and 'high impact games' seemed to capture the idea, and Sledgehammer nailed both really well. For us, the name Sledgehammer and logo felt right -- it's something that leaves its mark, and that's what we intend to do. We work hard and play hard, and in the end we plan to leave our mark within the gaming community.

"It worked out well for us as we can also have a lot of fun with the logo, website and other branding opportunities. In fact, I am getting it tattooed on my forehead tomorrow."

–Glen A. Schofield, GM and V.P. of Sledgehammer Games

Like this feature? Be sure to check out the What's In A Name Archives.

This article was originally published on Joystiq.