Taking its name from a local landmark, Common Sense Investment Management LLC has changed its name to Fort Rock Asset Management LLC in Portland, Ore., the firm announced Wednesday.

Fort Rock is a state natural area in Oregon known for its jagged rock formation, but it also symbolizes strength, dependability and durability, characteristics that define the firm, firm CEO Jonathan Gane said.

The firm, a fund of hedge funds manager, is a registered investment advisor, a member of the National Futures Association and a CFTC registered commodity pool operator.

Founded in 1991, the firm has nine advisors and $100 million in AUM.