Chaos Design has created a new brand for Austrian document management software company ADOS, which has been renamed Therefore.
The consultancy was appointed directly in August 2008. Chaos is rostered to Canon Europe, which is a major shareholder in ADOS.
Chaos says the naming process took long than usual due to efforts to avoid trademark clashes, which ADOS had previously experienced.
The logo is derived from a mathematical representation of the word ‘therefore’ – a scientific symbol abbreviated to a triangle of three dots.
Peter Campbell, head of creative and brand strategy at Chaos, says, ‘“Therefore” is used to connect one thought with another to produce a consequence or conclusion. So this was very compatible with a company that serves as the bridge between people and documents to enhance workflow connectivity.’
Michael Lebeda, president of Therefore, says, ‘We needed a brand centred around people and not around things, and that is precisely what Chaos delivered.’