To The Point has designed a new identity for the ten-year-old Internet company CIX, Compulink Information eXchange.
Pronounced “kicks”, CIX provides on-line conferencing services, but To The Point deliberately avoids “clichÃ©d references to all things digital”, says the consultancy’s designer Joe Mayock.
“The new identity has been drawn with both print and on-line implementation in mind,” says Mayock. “It uses the arrow between the I and X as a meta- phor for conferencing access. The arrow was drawn in bright green to contrast with the blue of the surrounding area.”
The identity project arose from To The Point’s original brief for new literature. The consultancy’s managing director Simon Hutton says: “We believed their existing identity did not reflect the service and was too playful. In an arena that is very complex and often confusing we wanted to clearly define CIX as a business tool.”