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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.
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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.
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Other challenges included the need to visualize a complex technology that is meant to be seamless and invisible—as well as highly proprietary.
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Like its founder, the Rearden Commerce brand is forthright and indelible. Ayn Rand's Rearden would approve.