[A picture of private offices at Fog Creek Software] Alert! This ancient trifle retrieved from the Joel on Software archive is well-past its expiration date. Proceed with care.

Joel on Software

Domain Names

by Joel Spolsky
Monday, July 12, 2010

“We decided that individually-branded sites felt more authentic and trustworthy. We thought that letting every Stack Exchange site have its own domain name, visual identity, logo, and brand would help the community feel more coherent. After all, nobody wants to say that they live in Housing Block 2938TC. They want to live in Colonial Manor. Never mind the connotation of, well, colonies.”

Domain Names


Have you been wondering about Distributed Version Control? It has been a huge productivity boon for us, so I wrote Hg Init, a Mercurial tutorial—check it out!

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I’m Joel Spolsky, co-founder of Trello and Fog Creek Software, and CEO of Stack Exchange. More about me.

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