Doug Lockyer

The final iteration saw a reduction of the translucent gel logo to a simple outline rendering of the organic form, in lime green against metallic gray. The 3D logo was still used as an illustration ( on the reverse of the cards etc.).

The positioning "the new wave in web services" paid homage to the Riptide heritage, yet indicated the firm's position as an exponent of Web Services technology. Web Services technology refers, not to the Internet, but to distributed computing using XML and HTTP protocols, and is a vital component of business to business procurement networks.