Week 71: Brand Identity & Architecture — Feb 28 – Mar 6, 2026
TL;DR: Exoserva gets a new face — an integrated wordmark where the letter O becomes the brand mark. Plus: DDD architecture migration for the customer domain and a full API+component refactoring sprint.
Highlights This Week
- New logo: the letter O in “exoserva” replaced by orange circle+checkmark brand mark
- Published the brand identity story on community.exoserva.com (600+ design rounds)
- DDD migration: Customer domain → entities, commands, queries, ACL, repository
- API layer: middleware, routes, handlers restructured for consistency
- Component standardization: layout, landing, customers, jobs, settings, chat, UI
The New Face of Exoserva
After 600+ design iterations, Exoserva has a new identity. The wordmark integrates the brand mark directly into the logotype — the letter O is replaced by an orange circle with a white checkmark. It works at any size, in any context, and communicates the core promise: work done, verified, trusted. The full story is published on community.exoserva.com.
Why It Works
The integrated wordmark solves the classic startup logo problem: separate logo + wordmark means two elements competing for attention. By making the brand mark part of the word itself, recognition is instant. The orange circle stands for completion, the checkmark for quality — field service is about getting the job done right.
Architecture: Domain-Driven Design
The Customer domain is the first to migrate to full DDD. This means proper entities with business rules, value objects for identity and contact info, a repository pattern for persistence, and an anti-corruption layer (ACL) for backwards compatibility.
What’s Next
Price Book V2, Stripe Connect, and a major frontend expansion.