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C O R P O R A T E
I D E N T I T Y
E X P LO R AT I O N
REALTIME DATA
C O R P O R A T E
I D E N T I T Y
E X P LO R AT I O N
INTRODUCTION
E X P L O R A T I O N I N I T I A L CO R P O R AT E I D E N T I T Y
This is the corporate identity exploration stage for Realtime Data. The exploration covers: 1. Previous Corporate Identity 2. Typography 3. Final Wordmark THOUGHTS ON DESIGN The design exploration lays the foundation for Realtime Data to communicate its point-of-view and to build its brand and assert its leadership in the market. In this phase, there is no study in regards to color, but more focused on typography and possible inclusion of the IXO logo and wordmark. The objective was for longevity, classic, simple, memorable. All characters of a strong identity. Further exploration and color palatte’s will be covered in the next round of design. The proposed design have achieved various goals and presents you with a final distinct design direction which will facilitate implementation towards the next stage. The final wordmark has a personality and is positioned to be incorporated and implemented across various marketing communications — from corporate stationery, products, t-shirts, labels, brochures, and advertising, to the web and even interior design, and providing a meaningful coherence and relevance. More detailed thoughts are exhibited on the corresponding pages.
Design and executions exhibited within this document are exclusive rights of KODE Associates, Inc. Not to be distributed or used without the written consent from KODE Associates, Inc. ©2012 KODE Associates, Inc. All rights reserved.
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R E A LT I M E D ATA
Original IXO Logo Below, is the original IXO logo which was created when Realtime Data was first formed. This logo was used in various applications, including corporate marketing materials like stationery and product brochure. In the interim, the company name and the IXO logo are used, knowing that IXO was preserved to represented the actual ‘process’ as to how Realtime Data’s technology worked (input (I) and the output (O) separated by the ‘multiplier’ X). The current website is a good example of how the previous iteration of IXO combined with the company name, displays the confusion and disconnect with the legal corporate name, Realtime Data. That said, there was no further exploration beyond the point to explore other possibilities for refinement and seek alternative design directions.
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Typography The typography of IXO originated from the type family of VAG Rounded. True to its form, when the complete company name is spelled out, the visual is not quite as effective. The main issue is the overall length of the company name. Breaking up the name or truncating the name to become Realtime or IXO or any iteration creates other problems, such as legal conditions or securing a new domain name. What’s more, with so many letterforms used as a wordmark, the rounded typography has a dated look and feel... which has its advantages as a retro spin in a high technology market.
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Typography Here is another example using a different rounded font, adding more weight to the previous rounded typeface (Neue Helvetica Rounded), gives it more presence and substance, and is visibly more sophisticated. Still, the length of the wordmark is problematic and exhibits the same issue when used for corporate or marketing purposes. The letterforms in this instance are also not memorable as well.
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Typography Switching to an alternate and traditional font gives an entirely different take on the look and feel in contrast to the soft and rounded typefaces previously presented. The issue of the lengthy name still exists, and forces the abandonment or integration of the IXO logo, since both are out of character with no synergy. If any part of the IXO heritage remains to be incorporated, traditional non-rounded typography should not be considered.
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F i n a l Wo r d m a r k Presenting a more memorable wordmark for Realtime Data...by incorporating the original X from IXO and inserting it in place of the word ‘time’, eliminates the inherent issues with the word Realtime Data as being too lengthy. Using a more modern rounded and extended letterforms help update and complete the look. Also, by connecting Real to X as a ligature keeps Realtime as one word. The X is now the central point in the wordmark...4 letters to the left and 4 letters flank the right side. This solution works well in application as well as a standout direction.
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F i n a l Wo r d m a r k This alternate version with heavier and smaller typography, creates more emphasis on the X multiplier. It focuses in on the multiplier and becomes the core technology of Realtime Data, remaining true to its patents. The wordmark is memorable and unique, while solving the inclusion of the company name within the logo itself.
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