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 believe these 4 C’s 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 also wanted our symbol to indicate 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.


The symbol in our logo is derived from an ancient stone carving, following the tradition of Celtic knots. The Celtic knotware tradition represents the interconnectedness of life and eternity, including loyalty and friendship.

As such, our symbol emphasizes the significance of having separate teams work together in unity to drive each of the four elementary cycles: the business cycle, product cycle, customer cycle, and the growth cycle.

The inner circle of the symbol represents the Code of Conduct, with which to establish an inclusive culture, while the outer circle refers to the identify of the brand, obtained from interacting with the outside world.

Or in other terms: the inner circle represents the business dynamics, the four elements refer to the customer dynamics, while the outer circle refers to the market dynamics.




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.