Ever wondered what exactly makes up a name? We are all familiar with the quote from Shakespeare’s Romeo and Juliet “A Rose by any other name would smell as sweet”. I do have great respect for Shakespeare and his writings but I disagree with him on this. Names are not just meanings they have identities. In general we have an association to certain names for certain things or even people. As an individual we all have different names associated to different things eg: daughter, wife, mother, aunt. A name eventually develops meaning, character and history. So getting a dozen “odorsnouts” does not give you the same feeling as getting a dozen “Roses”.
What am I getting at you might ask? xRM.com has been around for a bit and has its own identity and we would like to share that with you so you know the meaning and the history behind it.

The box really goes well with the software/hardware industry and with the addition of the Brightness in the middle adds the “light going on” and “thinking” concept in a very subtle way. The flexibility added to the sides of the square give the notion of thinking outside the box in a sense that it’s expanding and going to explode. The idea of “flexibility” is enforced and the concept of “expanding boundaries” and “growth” are conveyed. There are a lot of logos that use a square framing, but the angle of this one gives it a unique twist along with the added notion of movement. The logo is serious, but friendly at the same time. It gives the impression that xRM is not out of reach and too intimidating to approach!
This logo is much more abstract in terms of the ideas behind it, but I think that’s a good thing. People can make their own interpretations and it’s safe enough that no negative association can be connected to it.