Therefore

Chaos has created a new brand for Austrian document management software company ADOS, which has been renamed Therefore.

Following namestorming, the naming process took longer 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. These three elements represent how people, processes and information come together.

‘“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.

"We needed a brand centred around people and not around things, and that is precisely what Chaos delivered." Michael Lebeda, president of Therefore