What makes a company look the way it does?

When it’s a software company that’s just starting out, and style really isn’t a part of the company’s DNA, that thought process can be painfully short. It doesn’t usually yield good results, either.

Business of Software USA just released video from an hourlong talk that Bob Moore, cofounder and CEO ofRJMetrics, gave at a 2015 conference on that very subject, and how the development of RJMetrics’ visual identity took the company down some unusual paths. Even one down the unmentionables section.

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