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  • Writer's pictureMarjolein Vlaming

Factorr launches a new brand identity, reflecting our new strategy

Updated: Jul 14, 2020

The story behind our name, our updated visual identity, and the hidden message in our logo…

Brand identity Factorr

Time for change

When Factorr was founded in 2005, we initially focused on producing large scale festivals and events (concerts and Electronic Dance Music ‘EDM’). Eight years ago, we dived right into the wonderful world of global, touring exhibitions, receiving 1.8 million visitors between 2011 and 2020 (and counting). In 2014, we also started building visitor attractions. Now, 15 years since our start, we’re going to expand our services again, this time with organizational transformations. Why? Because we believe that true magic starts with cross-overs between the corporate world and the arts & culture and entertainment industry! With our services evolving, it was time for a new brand identity.

The story behind our name and visual identity

Some people ask us, ‘What does the second ‘r’ stand for in Factorr?’ And, ‘What do the ‘dot and line’ in our logo mean if it is not a horizontal exclamation mark?’

Let’s start with our name first. The dictionary tells us that a ‘Factor’ is a circumstance, fact, or influence that contributes to a result. It is one of several things that affects or influences a situation. With our services, we want to make an impact. We want to contribute to (be a factor in) the best possible result for our clients.

Then, why is Factorr written with two ‘r’s’? Well, Factorr has been located in Schiedam since 2017, but was originally founded in Rotterdam. The Dutch city of Rotterdam is known for its ‘Getting things done’ mentality. It even has its own saying: ‘Niet lullen maar poetsen’ which kind of means ‘Don’t talk, just do the job’. So, the second ‘r’ in our name refers to Rotterdam or Results and reflects one of Factorr’s core values: to combine creativity with a no-nonsense, results-driven approach.

The hidden message

Then finally, the dot and line. Although it may look like it, it is in fact not a horizontal exclamation mark. Actually, if you look carefully, you’ll see a circle, a rectangle and a triangle (hidden in the t) in our logo. These refer to shapes in the Adinkra symbol that stands for cooperation and interdependence. Adinkra symbols are of African origin and represent messages and concepts. “Boa Me Na Me Mmoa Wo”, which literally means, “Help me and let me help you” is perfect for Factorr. We believe in crossing borders and building non-traditional collaborations. Within teams, cultures, industries, and with and for our clients. Collaboration is in everything we do, and with this symbol, it has become an integrated part of our identity.

Curious? Want to see more?

Check out our brand new website. If you would like to stay up to date, don’t forget to sign up for our newsletter.

Brand Identity Factorr


  • Visual Identity: Anastasia Kozlova

  • Concept: Arnold van de Water & Marjolein Vlaming


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