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Corporate Identity

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To describe the meaning of the symbol in our logo, we need to explain a bit more about ROUNDMAP™.

ROUNDMAP is based on Customer Dynamics ─ a theory on company-customer relationships that describes the ongoing interchange of information and transactions between customers and organizations.

It views interactions as a chain of events rather than single-point occurrences. Customer Dynamics relate to all customer-touching activities, encompassing marketing, sales, delivery, and success.

Contextual ─ In pursuit of higher productivity, the division of frontline activities has led to functional, mental, and data silos that tend to frustrate effective communication and collaboration between specialist teams, thereby hindering the seamless delivery of unique and surpassing customer experiences that most customers want, prefer, and expect in our digital age.

Silos ─ A silo is an isolated grouping, department, etc., that functions apart from others especially in a way seen as hindering communication and cooperation.

Furthermore, we know siloization impedes the organization’s readiness to change, as noted by Harvard, as innovation hinges more and more on the interfaces between functions.

Guiding Principles ─ We wanted to express the 4C’s that we believe are at the crosshairs of performance:

  • CONNECTION ─ build strong Alliances of Trust, with all stakeholders, across teams and networks.
  • COOPETITION ─ find the right balance between competitive and collaborative participation on digital platforms.
  • CULTURE ─ commit to meaningful ventures, driven by shared values and beliefs.
  • CHANGE ─ respect the forces that drive the business cycles while encouraging experimentation and innovation.

Design Principles ─ While the ROUNDMAP™ uses four distinct colors, we wanted our symbol to show that customers do not perceive brands as separated teams, rather as one identity. And that each team, although separated by function, needs to act as one. This is represented by encircling of the four C’s.


To design a symbol to represent your guiding principles isn’t easy. It often takes a lot of design iterations and many U-turns to get it right.

At one point in the design process we took four lines and arranged them in a hash-shape (#). By cutting out the center of each line, it looked like 4 elastic bands. By interlacing the lines we meant to imply interconnectedness.

However, the shape looked like a carpet beater and we almost stepped away from it. By leaving out four lines in the middle and joining the ends, four heart-shaped figures emerged, connected in an endless loop ─ an eternal knot.

To be able to use it as symbol with one color, we added some white space, filled up the figure and there you have it: our symbol.

The figure represents the four interdependent and interconnected departments of the frontline operation that are committed to one purpose: offering customers the value they expect and deserve. Not just the first time around but during each sales cycle, thereby forging strong, lasting customer relationships.

Celtic knots

Using a reverse-image lookup, we found that many centuries ago a similar figure was created, following the ancient Celtic knotware tradition

All Celtic knots represent the interconnectedness of life and eternity ─ including loyalty, faith, friendship, and love. We are proud and moved to have created something that once had such a profound meaning attached to it. It has strenghtened our beliefs.



Our study into the Customer Dynamics that led to the construction of the ROUNDMAP system made us perceive company-customer relationships as a double helix, similar to a DNA-string.

The 2 strands, that run in antiparallel, symbolize the intentions of the company on the one hand and that of the customer on the other. Both strands are tied together by functional, emotional, and social bonds ─ represented by the base-pairs between the strands.

These bonds are a consequence of bilateral signaling. The brand signals the value it has created for a specific type of customer – through stories, spread across brand-initiated touchpoints. The customer on the other hand signals its interest for that value by responding to the touchpoints.

If the customer perceives the value as relevant and desirable, a connection is made. The sum of these connections may create a trusted, mutually beneficial relationship; a so-called bond.

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