Companies are always concerned about their brands. How customers and clients perceive a company’s corporate image is directly correlated to a company’s success.  But what about newer companies who don’t yet have the long-standing customer relationships or  glossy reputation to use in their development of a brand?

Reverb recently unveiled it’s shiny new logo. This was a great learning experience and provided a terrific opportunity to drill deep into what Reverb means to the team.  We made the choice after some debate and that was that. Our overall brand development, on the other hand, is an enlightening, and on-going endeavour.

Let’s start with the assumed basics:

  • Logo:  A logo identifies a business in its simplest form via the use of a mark or icon.
  • Identity: The visual aspects that form part of the overall brand.
  • Brand: The perceived emotional corporate image as a whole.

Our logo is not our brand, nor is it our identity. The logo design, identity design and branding all have different roles, that together, form a perceived image for our business.

So, deciding on a logo while still developing our brand is a challenge as a new company because all of the elements are still evolving. Our identity concepts and logo were designed based on the living, breathing evolution of our new company’s branding.


Simply put, a logo is used for identification.  While a logo hardly describes a business, it does derive its meaning from the quality of the service it symbolises; thus, an identifyer.  What the logo stands for is more important than what it looks like.

The first question to answer in developing a logo for our company was: how do we describe the quality of our service? We write beautiful code and and work collaboratively with our customers through the entire development process, but the over-arching theme is that REVERB prides itself in developing fresh, new technologies that are rooted in time-tested methodologies. For us, that is where it all starts.

Coming up with such a dynamic logo to represent that was surely no easy task; we wanted classic but contemporary, “tech-y” but not too “web-y”.

We also wanted the logo to incorporate what the name REVERB means to us.

Here’s how we see it:

  • we offer fluid solutions that taking the chaos out of the movement of sound
  • we build software iteratively and incrementally. We start with a simple solution that can be built on, then iterate over it until we have a solution that wows the customer. Through these iterations, we learn more and more about the problem space, which brings better ideas and inspiration: we reverberate to solutions;
  • our team is exceptionally fond of music;
  • we’re building software that is changing the industry – we want it to echo throughout the industry and the world.

We would like to extend a huge Thank You to Sandra Bosscher at Contagious Design & Photography.  Sandra was incredibly helpful taking us through the discovery phase in developing our logo and identity design, two incredibly important elements in establishing our brand. She asked great, tough questions that took some serious thought to answer.  We are delighted with the final logo and identity concepts that she delivered, and it was relatively easy for us to pick an overall, outstanding logo.  Ta da(!):

We are absolutely head over feet for the brilliance of using primary colours and that old-school building block feel. It ties in nicely with the idea of using basic building blocks to architect something solid and whole. This design concept also clearly communicates reverberations, movement, and dynamics. The various shapes and elements that build the monogram show a feeling of vibrations and echoes with the strokes and layers. The bold and angular concept shows the modern influence but in a classic sans serif typeface to allow for a classic element.


One of the three major elements in this process is building our identity.  The identity or image of a company is composed of a variety of visual devices: a logo, stationery, books, websites, signage, messages communicated directly or indirectly, and other communication like audio, smell, touch, etc.

In Reverb’s case, identity design is based around the visual devices used within our company, revolving around a set of guidelines. These guidelines are being developed and will make up our identity, administering how our identity is applied throughout a variety of mediums, using specific colour palettes, fonts, layouts, measurements and so forth. In the end, these guidelines will ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognizable.

All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.


There is some debate as to whether professional services firms should develop their brands around the company as a whole or around specific profressionals.  In our case, developing a specific talent’s brand, like Founder & President Greg Bell, is crucial to encapsulating Reverb’s brand.  Specifically, his contributions to the open-source community and his multi-disciplinary background (graphic design + UX + programming) help make up his brand, and are also are highly valuable components in the company’s overall brand.

Every line of code we write, every interaction with peers and clients, and every custom web and mobile application we develop reflects the values and aims of our business as a whole.  Every single thing we do drives the core idea of our company, showcasing what we stand for, what we believe in, and why we are here.

Given that Reverb is a relatively new company, our brand is developing, progressing, and transforming.  The more profound pieces of our brand will soon become the loudest, and will help shape the perceptions of our team, our peers, our clients, and our competitors.

How will we foster our brand development?

  • Delivering outstanding web and mobile applications to our clients while offering exceptional customer service;
  • By hiring the best of the best and treating them accordingly;
  • Offering mentoring and training and creating a learning culture;
  • Giving back to our communities (local, global, and open-source).

In the meantime, know this:

We are a team of creative, highly talented and adaptable problem solvers who write the highest quality code.  We plan, design, and develop custom web and mobile applications that empower businesses to get their product to market sooner and to become more profitable.  We hold a strong customer focus through collaborative development, and value long-term relationships. We make visions a reality.