The Anti-Dot-Com
Rearden Commerce has taken Silicon Valley by storm with a revolutionary services e-commerce platform. After five years of stealth development, we launched them into the hyper-competitive
technology space with a strategic foundation and brand that looks and behaves more like an established Wall Street powerhouse than an emerging Silicon Valley upstart.
Rearden's charismatic founder Patrick Grady revealed that the company's name was an eponym for Henry Rearden,
Ayn Rand's character in the controversial novel Atlas Shrugged, who stood for steel-eyed will and rugged individualism.
Ayn Rand's character in the controversial novel Atlas Shrugged, who stood for steel-eyed will and rugged individualism.
Grady had a clear vision—he wanted a brand personality that suggested a 30s conglomerate but with a next generation,
innovative edge—the anti-dot-com brand.
The identity is centered around a simple, muscular R that is used both as logo and a unifying graphic. Grady and his advisors felt it gave Rearden a Fortune 500 authority at launch.
Other challenges included the need to visualize a complex technology that is meant to be seamless and invisible—as well as highly proprietary.
Like its founder, the Rearden Commerce brand is forthright and indelible. Ayn Rand's Rearden would approve.
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