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.
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 (and not within) functions.
Guiding Principles ─ We wanted to express four C’s that we believe are critical to reach a high level of commercial excellence:
- Connection ─ the need to build interrelationships because of interdepencies.
- Commitment ─ the desire to rally for a mission bigger than yourself.
- Compassion ─ to make every effort to give customers what they deserve.
- Change ─ the agility to respond swiftly to threats and opportunities.
Design Principles ─ While the ROUNDMAP™ uses four distinct colors, pointing to four departments, we wanted our symbol to show that customers do not perceive brands as separated teams, rather as one undivided entity.
Keywords ─ hash, across, bridge, agility, change, commonity, meaning, significance, equitable, DNA, helix, entanglement, four units, commercial excellence, surpassing, vintage, trust, gold.
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 a 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.
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 to have created something that reminds of an ancient symbol that has a meaning attached to it, that endorses our purpose.
The 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 company on the one hand and the customer on the other. They 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 its value for the customer through stories, spread across brand-initiated touchpoints. The customer signals the need for value by responding to the touchpoints.
If the customer perceives the value as relevant and desirable, a bond is formed. The sum of these bonds may create a trusted, mutually beneficial relationship.