TX Group AG is a Swiss media and platform company headquartered in Zurich. The TX logo was introduced in January 2020, when the company, formerly known as Tamedia, adopted a new corporate structure and name. The visual identity was designed by the Zurich-based agency Made Identity.[1]
Design and History
The TX logo consists of “seven elements that come together and jointly form the letters TX,” according to Georg Gadient, CEO of Made Identity.[1] Gadient explained that the connecting claim of the group was central to the brand: “It was important to us to put this connecting claim of the group at the center of the brand.”[1] The brand claim accompanying the identity is “Uniting platforms.”[1]
The rebranding was announced in November 2019 and took effect on 1 January 2020, when Tamedia became TX Group.[2] The new logo replaced the white T at the company’s headquarters in Zurich in early January 2020.[3]
When the logo was unveiled, it drew critical reactions on social media, with some observers comparing it to the logo of TechCrunch, an American technology news website. Made Identity responded that TechCrunch was “not a benchmark” for the TX brand.[1]
The TX Group consists of several businesses, including Tamedia (paid media), 20 Minuten (commuter media), Goldbach (marketing) and TX Markets (marketplaces). While the first three retained their existing corporate designs, TX Markets adopted the group branding in blue.[3]
Meaning and Symbolism
According to the company, the TX brand “stands for multidisciplinary collaboration, confidence in the possibilities of new technologies and innovation.”[2] The name TX was chosen partly because it relates to the company’s own TX conference, which represents interdisciplinary collaboration.[1]
The logo is registered as a figurative mark with the Swiss Federal Institute of Intellectual Property, with a color claim of green.[4]
Typography and Design
Made Identity stated that the green color was chosen to achieve “a fresh, digital expression.” The agency explicitly declined to claim color psychology as the basis for the choice.[1]
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