Corporate Identity

To understand the meaning of the symbol in our logo, we need to explain a bit more about ROUNDMAP™ and have a good look at the detrimental effects of functional silos.

ROUNDMAP is an integrated business framework, including four key dynamics: 

  • Market Dynamics
  • Customer Dynamics
  • Business Dynamics
  • Organizational Dynamics.

We found that every activity needs to be tightly integrated for the business enterprise to achieve sustained growth, especially in our digital age.

Unfortunately, in pursuit of hyperproductivity, hyperspecialization has led to functional, mental, and data silos that tend to frustrate effective communication and collaboration between specialist teams. 

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

As such, silos are inhibiting the seamless delivery of unique customer experiences that most customers want and expect.

FOUR STEPS ─ We found a recurring 4-step pattern in each of the models that we’ve created as part of the framework. Success very much depends on the level of communication and collaboration between separate activities.

So we wanted this 4-step pattern to appear in our logo while showing the interrelations.

PRINCIPLES ─ Addtionally to the 4-step pattern, we believe the following 4 C’s are at the crosshairs of performance:

  • CONNECTION ─ build strong Alliances of Trust, across teams and networks.
  • COOPETITION ─ find a balance between competition and collaboration.
  • CULTURE ─ commit to customer value, driven by shared values and beliefs.
  • CHANGE ─ respect the forces that drive the business cycle while encouraging experimentation and innovation.


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 customer engagement, and point to the four lifecycles (carousels) that lead to sustained growth.




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.