We are often asked how to pronounce the name of our company, and yes, we’re aware that many would counsel against having a name that regularly prompts this question! Luckily, it seems to catch on quickly once we confirm it for folks – but more importantly, we’re attached to it precisely because it was carefully considered and has a detailed backstory, which we will now share!

But how do you SAY it?

It is pronounced “no-sko”, with a silent G.

Alright, let’s do this. What does it mean?

So, “Gno” comes from gnosis, taken directly from the Proto-Indo-European root *gno- (“to know”), later found in words related to knowledge in many languages, such as the Greek gnosis and English know. It’s also a central part of the word “diagnosis” and therefore “diagnostics”, where we play a big role. We were strongly compelled to start there… but how to complete it?

Well, “sko” sure sounds cool. It’s an indirect amalgam of a different, ancient word part that shows up across the globe. In Icelandic, “sko” is loosely connected to explanation and demonstration and is, more or less, “hey, check this out.” It’s a suffix in Slavic languages that denotes association. And it shows up a few other places with similar meaning that are one or two steps removed from that spelling.

That’s where the creative association originally began, resulting in a new word with its own meaning:

Gnosko: functional, “working” knowledge, gained from first-hand experience—connecting theory to practical application

So, why the fox?

Well, foxes are super cool, beautiful, and make a rad logo. But fox hunting behavior, particularly the “mousing” technique, is highly repeatable, measurable, and exhibits remarkable precision. This has been demonstrated in several scientific studies that have quantified and analyzed the hunting strategies of red foxes, especially when targeting small prey hidden under snow or dense vegetation. The arctic fox, in particular, “knows what is under the snow, and how to retrieve it, without even seeing it.” A lot like our automation solution.

Highly repeatable, measurable, and exhibiting remarkable precision.

Gnosko Bio. Run with the fox.