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We’ve been working long and hard on a new logo, one that reflects the evolution of our company from its roots in strategic and technological business development, into an agency that has broadened its focus to encompass a strong creative and marketing presence. Many vastly different directions were considered, but we ultimately decided on the evolutionary framework – we aren’t breaking with our past, we are growing into our new identity!

This logo parses our name, which in itself is strong. A key element of a redesign is making the best use of the resources you already have within your brand, and our name says so much about us: the Xtra talks about more, higher, greater, outside the box, a modern edge; Globex gives it symmetry while focusing on our global reach and endeavors; Inc. brings it together into a cohesive organization, a team, an integrated combination of talents and solutions.

The fonts in our new logo are key message elements, used to display the core facets of our identity as an organization. Xtra uses a serif font, reminiscent of a standard word processor font, yet slightly more modern – it represents our strategic/business element; the second font is closer to a system/terminal font and speaks to our technical element; and the third font is a hand script with some flare and edge, evoking our creative element.

In addition, it evolves our original globe concept, but moves away from the sunrise (which was powerful, but ultimately ungainly in printing!) and instead has a ring of abstract flame – surrounding the world with energy, lighting a fire for our clients.