“X Marks the Spot”
(Est. 1981) “Founded and headquartered in Ireland in 1981, Fexco employs more than 2,000 people across Europe, the Middle East, Asia, North America, Latin America and Australasia. Fexco serves some of the world’s biggest brands across multiple industries through a wide range of innovative products and services, including Dynamic Currency Conversion, Bank to Bank Transfers, Retail FX, Managed Business Solutions and Tax Free Retail Services, processing more than US$10 billion in transactions annually.”
Dynamo (Dublin, Ireland)
Fexco had the desire to move beyond the transactional to be more conversational, engaging and accessible. Inspired by the strategy, and its expression – ‘Bullding Borderless Business’ the new brand speaks as a builder rather than a banker. The vision – creating a business world without boundaries. Our more friendly language, new brand mark, the visual system and imagery all support the concept of a more expansive, innovative and people-focused business.
Images (opinion after)
The old logo was a wreck, with terrible spacing and kerning as well as a poor type choice. The new logo smartly does away with the holding shape but maintains the idea of a big “X” with a new chevron-esque, 3D-esque, shadow-esque new icon-slash-monogram. It’s ambiguous enough where it can simply read as “forward”, which is always a corporate pleaser but there is also something weird about it if you try to make logic of what the shadow is doing and what the shape of the “X” is. The wordmark is okay; the high x-height is kind of interesting and unexpected. The applications range from interesting (the stationery) to garish (the tote). The pattern sometimes looks good, sometimes it’s too distracting. Same with the color palette, where the amount of red can be overpowering in some cases but it’s well modulated in something like the website shown on the iPads. The typography all around though feels flat and not very engaging. Overall, it’s a decent update to the logo but the applications could use some refinement.