We have been asked several questions surrounding our logo. What is the story behind this logo? What do the three circles signify? What does the logo mean? What do the colors signify? Valid questions, of-course and we thank you for being curious.
In short, the logo represents our values, our unique approach and the story behind our brand as a niche business and IT Architecture consulting firm. Here we thought of brand identity, color and connotative meaning. The visual form: look and feel, shape, image are all selected to bring “inherent and immediate value to the brand”. Below are the four parts to the story behind our logo:
Part I: Working-together
The logo indicates our approach to architecture. Enterprise architecture in an organization should be seen as a team game like football and not as an individual’s game like golf. Our logo highlights working together to create global architecture – Working together with multiple stakeholders, integrating multiple systems and orchestrating multiple vendors to create positive business impact.
PART II: People, Process and Technology
The three circles signify People, Process and Technology. From an architectural perspective these are the three key elements that should always be in harmony. Research and practice also signify that three key elements in any successful transformations are People, Process and Technology.
Part III: Innovation, Transformation and Operational Excellence
The connotative meaning of three colors represents three contexts in which we create value: Innovation, Transformation and Operations. Below are some successful assignments for each of the three contexts:
- Innovation – architecting future business models, new distribution channels and disruptive product offerings
- Transformation – architecting new application landscapes, migrating away from legacy application and transition from single vendor to multivendor IT sourcing
- Operations – architecting shared services center, multivendor IT outsourcing performance improvements and operational excellence in global IT service delivery
Part IV: The colors
The visible (direct) meaning of three colors represents the following:
- Orange (“Oranje”) represents the national color of the Netherlands
- Green represents the Economic value creation through architecture
- Blue represents Relationships. We believe in building invariant relationship
As we are successfully operating since last five years, we knew what we wanted.