About Us


What is Belly?

Belly is here because we saw a need. A need to make loyalty easily accessible to all customers and readily available at every business. We offer a program that fits each business’s personality, culture, brand, and objectives in order to foster more personal relationships with their customers while simultaneously delivering meaningful customer analytics. We are taking the concept of “customer loyalty” and breaking it down to its simplest parts: a business and its customers.


In July of 2011, the iconic Belly iPad launched at a small comic bookstore in Chicago. For the very first time, a locally owned business could enhance its customer relationships by tracking in–store experiences and bringing them to the online world. Since then, Belly has grown to thousands of locations across the country, is in the hands of millions of Members, and has enhanced millions of customer experiences. The Belly platform includes best–in–class iPhone and Android mobile apps, Belly Bites for better customer acquisition, tools to facilitate online customer reviews and streamlined Facebook and Twitter integrations. And we are just getting started.

Board of Directors

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    Logan LaHive


    Logan is the CEO and founder of Belly. Logan founded Belly in August of 2011, as a founder-in-residence at Lightbank, a digital technology VC firm focused on seed and Series A investments in disruptive technologies. Previously, Logan was the Director of New Business at Redbox, where he was tasked with sourcing, testing, and launching new businesses for the company. He was promoted to the position after successfully leading the company’s initiative to test and rollout video game rentals. Logan has spent 7 years in startups, focused on launching features, sales and marketing plans, and new product lines.

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    Brad Keywell


    Brad is a co-founder and managing partner of Lightbank. He has also acted as a founder and director for several firms, including InnerWorkings, Inc., a global provider of managed print and promotional solutions; Echo Global Logistics, Inc., a technology-enabled transportation and logistics outsourcing firm; MediaBank, LLC, a leading provider of integrated media procurement technology; and Groupon.com, Inc.

    Brad is currently on the Foundation Board of Trustees of NorthShore University HealthSystem, the Board of Trustees of Imerman Angels, the Board of Directors of Warrior Productions, a Trustee of the University of Michigan Hillel Foundation, and a member of the Chicago chapter of the Young Presidents’ Organization.

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    Jeff Jordan

    Andreessen Horowitz

    Jeff is a general partner of Andreessen Horowitz, a venture capital firm founded in 2009 by Marc Andreessen and Ben Horowitz. Prior to Andreessen, Jeff was president and CEO of OpenTable, the world’s leading online restaurant reservation site, and the President of PayPal. Leading up to PayPal, Jeff was the SVP/general manager of eBay North America from 1999 and oversaw eBay.com, eBay Motors, Half.com and eBay.ca.

The Team

    Awards & Press

    Featured Awards

    Featured Press

    Press Releases

    In The Press

    For all media inquiries please contact pr@bellycard.com or (312) 750-0858.



    Working at Belly is not a job. It’s a career game changer.

    We hate the word “job.” It makes us think of butt-numbing uncomfortable office chairs, cubicles filled with broken filing cabinets and adults who eat premade soup in thermoses for lunch. These situations don’t happen at Belly, unless it’s “Go Back in Time to 1989” Day. We’re redefining the cultural landscape without even meaning to. Belly Employees thrive off of entrepreneurial energy, which is liberally mixed into the water cooler and is most effective when taken with a meal. We are rapidly growing, exponentially improving and persistently demanding excellence in everything we do. We’re a hotbed for employee ingenuity and we’re confident enough to admit it.

    Are You an Engineer or Designer?

    Check out our product and engineering positions on our tech website.

    Brand Assets & Guidelines

    Belly Logo - Dark Backgrounds
    Download   EPS  •  PNG
    Belly Logo - Light Backgrounds
    Download   EPS  •  PNG

    Logo Usage

    The Belly logo can only be used for material relating to Belly. Modifying or editing the logo in any way is strictly prohibited. Only the assets available for download on this page should be used. Do not use unofficial assets from image searches, other websites, or even sealed manila envelopes marked as "Classified Logo Stuff".

    • Modify or alter the logo in any way.
    • Combine the Belly logo with your name or logo.
    • Use an old verion of the Belly logo, unless it’s for a mockumentary set in 2011.
    • Leave ample space around the Belly logo so it does not become cluttered.
    • Visit this brand assets page regularly for updated material.

    Brand Colors

    Belly uses white as our most prominent color. All other colors listed should be used as highlights and cues to the Belly logo and brand.

    Primary Color
      • Hex  #33a9e0
      • RGB  51  169  224
      • CMYK  69  17  0  0
      • PMS  2995
    Brand Blues
      • Hex  #0057a6
      • RGB  0  87  166
      • CMYK  97  72  2  0
      • Hex  #69cce6
      • RGB  105  204  230
      • CMYK  53  0  7  0
    Secondary Colors
      • Hex  #62ab1b
      • RGB  98  171  27
      • CMYK  67  9  100  1
      • Hex  #e93801
      • RGB  233  56  1
      • CMYK  3  92  100  1
      • Hex  #edb406
      • RGB  237  180  6
      • CMYK  7  30  100  0
    Monochromatic Colors
      • Hex  #333
      • RGB  51  51  51
      • CMYK  69  63  62  58
      • Hex  #666
      • RGB  102  102  102
      • CMYK  60  51  51  20
      • Hex  #999
      • RGB  153  153  153
      • CMYK  43  35  35  1
      • Hex  #ccc
      • RGB  204  204  204
      • CMYK  19  15  16  0
      • Hex  #eee
      • RGB  238  238  238  238
      • CMYK  5  4  4  0
      • Hex  #fff
      • RGB  255  255  255
      • CMYK  0  0  0  0


    Open Sans Thin
    Use for headlines and headers

    A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z 
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    !  @  #  $  %  ^  &  *  (  )  -  +  = 

    Open Sans Semi-Bold
    Use for sub-headlines and sub-headers

    A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z 
    a  b  c  d  e  f  g  h  i  j  k  l  m  n  o  p  q  r  s  t  u  v  w  x  y  z 
    1  2  3  4  5  6  7  8  9  0 
    !  @  #  $  %  ^  &  *  (  )  -  +  = 

    Open Sans Regular
    Use for body copy and lists

    A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z 
    a  b  c  d  e  f  g  h  i  j  k  l  m  n  o  p  q  r  s  t  u  v  w  x  y  z 
    1  2  3  4  5  6  7  8  9  0 
    !  @  #  $  %  ^  &  *  (  )  -  +  = 

    Download from Google Web Fonts

    Using Belly Assets in Advertising and Marketing Material

    • Manipulate Flop, the Belly dog, in any way. Ever.
    • Alter the above screenshots in any way.
    • Use the Belly logo in reference to any service other than Belly.
    • Copy the look and feel of Belly in a way that could cause user confusion. (This isn’t The Parent Trap.)
    • Size the Belly logo larger than your own.
    • Add the Belly logo to your website and/or print materials in a clear and tasteful manner so that your customers know you are part of the Belly loyalty program.
    • Shout out from the highest rooftop that you’re proud to be rocking Belly.

    Before You Go

    By using the Belly logo, screenshots, or any other assets on this page, you agree to this and all other Belly Terms and Policies. Belly has the right to modify and cancel the permissions in this policy at any time, day or night. For questions regarding usage of Belly assets, email marketing@bellycard.com.