XFY Brand identity
| Fact |
Value |
| Contact |
Tokyo |
| Client |
JustSystems
XFY |
| Project |
Brand identity |
| Industry |
IT/Technology |
| Timeline |
12 Months
Jan 05 - Dec 05 |
| Services |
Brand Identity
Brand Naming
|
| Team size |
4 The Brand Union
8 Client |
Justsystem corporation is a software development firm that aims to help people realize their unlimited potential through the use of information technology. Since their founding in 1979, they have developed a wide variety of products, the latest being xfy, launched in 2005.
Having used a working name of Arc 2 for the past five years, the challenge was to create a permanent name, a new logo and a strong identity to stand global expansion.
Firstly the name, xfy, was created from an encounter of two key ideas, 'x' came from something 'unknown' and 'fy' came from meaning of 'to morph into'. Combined, they become a new word 'xfy'.
Information keeps transforming, evolving and grown with complexity. However using xfy technology we will be able to glimpse into a future where information technology becomes simpler. Ultimately this new technology will not only revolutionize human perceptions, but their entire mindset.
The logo is viewed on its side to represent a change of perspective as well as a reflection of human thoughts. The logo itself also achieves symmetricrical image via the combination of characters.
Once engraved into your brain, it starts expanding your thoughts and imagination in a similar way that DNA creates identities.
A set of tag shapes <> inspires association of XML, the fundamental standard used in xfy technology.
xfy won the Japan Typography Award.
