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The story behind Laadruim

A warehouse system with a name that fits, a logo that says something, and two people who know how goods travel.

Our story

  1. The name

    Laadruim

    A laadruim is the hold of a ship or a plane, where the cargo travels safely. That is what you do for your clients.

    And in Dutch, laad ruim also means load with room: with an overview of every pallet, you keep space.

    Laadruim The word
    In a ship or a plane The hold, where the cargo travels safely
    In your warehouse Laad ruim: an overview of every pallet

  2. Who is behind it

    Chris van Dijk

    IT manager at a large logistics provider, at home for years in the systems behind transport and planning. Works on Laadruim with his company B2Next.

    Chris van Dijk Supplies Laadruim
    Chris van Dijk

    IT manager at a large logistics provider, at home for years in the systems behind transport and planning. Works on Laadruim with his company B2Next.

    Chris on LinkedIn (opens in a new tab)

  3. Wilfred Boerendans

    Helicopter pilot in oil and gas, hoisting onto wind turbines and search and rescue: single-pilot, multi-pilot and together with the technical crew in the back. One mission, one team. An online entrepreneur for twenty years. Builds Laadruim with the discipline of the cockpit.

    Wilfred Boerendans Builds Laadruim
    Wilfred Boerendans

    Helicopter pilot in oil and gas, hoisting onto wind turbines and search and rescue: single-pilot, multi-pilot and together with the technical crew in the back. One mission, one team. An online entrepreneur for twenty years. Builds Laadruim with the discipline of the cockpit.

    Wilfred on LinkedIn (opens in a new tab)

  4. Two people, as in a cockpit

    Chris knows the practice of transport and storage, Wilfred builds with the checklist of a helicopter pilot. One builds, the other monitors.

    We both come from an old Hanseatic town, grown big on storage and transport over water.

    How we work Two people
    Beforehand A baseline measurement at a client
    Chris Tests against practice
    Wilfred Builds and tests every step
    Together Talking it through, with client feedback
    Plan B Other build software ready at hand
  5. The logo Three meanings

  6. The way there

    Three directions

    Hand truck, trailer or arrow. The arrow wins.

    These are the nine moments where something was decided. All 34 boards are below.

    Three directions Board 1 of 34 · 28 Oct · Chosen
    Three directions: Hand truck, trailer or arrow. The arrow wins.

  7. L with two boxes

    The arrow goes, the L leads. Two boxes stacked.

    L with two boxes Board 5 of 34 · 28 Oct
    L with two boxes: The arrow goes, the L leads. Two boxes stacked.

  8. SIM card and floor tape

    The box gets the size of a SIM card, the tape becomes the leg of the R.

    SIM card and floor tape Board 8 of 34 · 28 Oct
    SIM card and floor tape: The box gets the size of a SIM card, the tape becomes the leg of the R.

  9. 3D

    The corner becomes the top of a side face: now you see boxes.

    3D Board 10 of 34 · 28 Oct
    3D: The corner becomes the top of a side face: now you see boxes.

  10. The L as a forklift fork

    Round heel, a point at the bottom. The mark stands.

    The L as a forklift fork Board 15 of 34 · 28 Oct · Chosen
    The L as a forklift fork: Round heel, a point at the bottom. The mark stands.

  11. The mark is the L

    The mark replaces the L of the name, on one yellow sign.

    The mark is the L Board 22 of 34 · 28 Oct
    The mark is the L: The mark replaces the L of the name, on one yellow sign.

  12. Simplicity

    Only the L is different. The rest reads calmly.

    Simplicity Board 27 of 34 · 28 Oct · Chosen
    Simplicity: Only the L is different. The rest reads calmly.

  13. The green dot

    Green is good, green is in stock. Three rings, then still.

    The green dot Board 31 of 34 · 29 Oct · Chosen
    The green dot: Green is good, green is in stock. Three rings, then still.

  14. The vote

    Three marks, shown blind. A steeper leg with level stripes gets all the votes.

    The vote Board 34 of 34 · 1 Nov · Chosen
    The vote: Three marks, shown blind. A steeper leg with level stripes gets all the votes.

  15. Built the way aviation works

    Checklist before departure

    In aviation nothing takes off without a checklist. That is how we build Laadruim too: with fixed checks, and what matters stored twice.

    Checklist before departure As of 1 Nov 2026
    Check Status
    Two backups, with two providers Every night
    Restore rehearsed Done, 28 Oct
    Server updates on a test server first Two days earlier
    No release without green tests Every time
    Build software One, plus two as backup
    Back to a previous version Always possible
    A log of who did what Always on
    Sign in with a passkey No password

All 34 boards

Below you see how discipline and perseverance got us to the right one.

Show the 34 boardsHide the boards

34 boards in five days. At thirteen of them something was decided: chosen, rolled back or rejected. Open a board to see it large.

  1. 01 Three directions Chosen Hand truck, trailer or arrow. The arrow wins.
  2. 02 How it looks The three directions in a browser tab, in the app and as a profile picture.
  3. 03 The space between arrow and box The yellow gap gets a meaning: the hold.
  4. 04 The R of ruim The R hidden in the space between arrow and box.
  5. 05 L with two boxes The arrow goes, the L leads. Two boxes stacked.
  6. 06 The L points out the R You read the R in the yellow, not in the black.
  7. 07 Equal width, in black and white First without colour: does the shape work?
  8. 08 SIM card and floor tape The box gets the size of a SIM card, the tape becomes the leg of the R.
  9. 09 The bite in the L The corner of the SIM card in more places.
  10. 10 3D The corner becomes the top of a side face: now you see boxes.
  11. 11 The underside of the depth Rolled back Perspective tried, and let go again.
  12. 12 With a forklift fork Chosen The foot becomes a fork that carries the boxes.
  13. 13 The colour of the depth Chosen The sides a little lighter than the front, so it gets depth.
  14. 14 Fork and corners Sharp, round, or only the bend of the L round.
  15. 15 The L as a forklift fork Chosen Round heel, a point at the bottom. The mark stands.
  16. 16 The name next to it Laadruim in the typeface of the app.
  17. 17 Everywhere A first round of every place it goes.
  18. 18 L and R in the name Rejected In capitals with an R of tape. Too busy.
  19. 19 Floor tape in the app Quiet tape in the app, full tape only for a warning.
  20. 20 The r with floor tape Back to lower case, tape in the r.
  21. 21 Tape under the name Rejected Too distracting.
  22. 22 The mark is the L The mark replaces the L of the name, on one yellow sign.
  23. 23 Laadruim everywhere The system: a square mark and a wide sign.
  24. 24 One mark, and laad ruim The same mark everywhere, and a step for ruim.
  25. 25 Laad ruım A clean top line, ruim on floor tape.
  26. 26 The smile Rolled back A mouth instead of the dot on the i.
  27. 27 Simplicity Chosen Only the L is different. The rest reads calmly.
  28. 28 Laadruim in use The logo in every place, with real screens and files.
  29. 29 The black on yellow Chosen Near black is harsh, anthracite too light. It becomes the middle.
  30. 30 The colour of ruim Ruim in white or green? It stays ink; only the dot on the i may be green.
  31. 31 The green dot Chosen Green is good, green is in stock. Three rings, then still.
  32. 32 The inner corner Chosen The bend of the L gets the corner of the SIM card too.
  33. 33 The leg of the R The tape looks restless. Without, steeper, level stripes or both?
  34. 34 The vote Chosen Three marks, shown blind. A steeper leg with level stripes gets all the votes.

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