Opinion BY Armin

X Marks the Port

Used as far back as the thirteenth century, the Port of Amsterdam is ranked as the number 4 port in Europe, handling almost 93 million metric tons of cargo annually, employing directly (and indirectly through port-related companies) 55,000 people. The Port’s main goal, besides moving stuff, is “stimulating economic activity and employment in the entire Amsterdam port region.” Previously owned and managed by the local government, this April the port was established as an independent, corporate entity with the City of Amsterdam as the main shareholder and a new logo was introduced, designed by Groningen, the Netherlands-based Hole in the Dyke.

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A B-Side BY Armin

Dexim

About: “Dexim is a worldwide registered brand manufacturing an extensive line of accessories and applications compatible with popular consumer electronics, including iPhone, iPod, and iPad. Currently selling in over 45 countries, their mission is to provide consumers with products that offer an enjoyable, personalized, and superior experience. Because their corporate image looked so dated, consumers perceived Dexim to be much of the same, and the brand experienced a loss of relevancy and consumer interest in the US. Competing at a higher level required a brand identity redesign to make a statement and better align with their mission and values.”

Design by: Motto.

Ed.’s Notes: Decent. Definitely far better than the original, if a little too envisioning-the-future-in-the-1990s-typography. Plenty of applications below (or after the jump).

Relevant links: N/A.

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Opinion BY Armin

X Marks the Finnish Line

Set to open in early 2013 the University of the Arts Helsinki (“Taideyliopisto” in Finnish) is the new organizational name for the merger of three existing universities: the Finnish Academy of Fine Arts, the Sibelius Academy (music) and the Theatre Academy Helsinki. The first two were established in the mid to late 1800s while the latter in 1979, and together they have around 2,000 enrolled students. The new name was accepted in January and this week they introduced their identity, designed by Helsinki-based Bond.

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Opinion BY Armin

X Connects the Spot

Although most of us here in the U.S. associate Nextel with the now defunct company that merged with Sprint in 2005, which basically stopped pushing the Nextel brand at the consumer level, there is a whole alternate universe of Nextel-branded mobile services in Latin America. First extended as Nextel de Mexico in 1998, the company changed to NII Holdings in 2002 and now oversees the Nextel brand in Brazil, Mexico, Argentina, Peru and Chile. Employing more than 14,000 people, NII Holdings counts with 9.84 million subscribers. This week, the company introduced a new identity designed by the San Francisco office of Landor.

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A B-Side BY Armin

Intrax

Established in 1980, Intrax is “a globally-oriented company that provides a lifetime of high quality educational, work and volunteer programs that connect people and cultures.” A new logo designed by MetaDesign rolled out earlier this year. From the press release: “The logo features a customized typeface with distinct inflections that demonstrate ‘connections.’ The most prominent feature of the logo is the letter ‘x,’ from which an arrow shape has been derived and assigned a complementary color. This arrow symbolizes the personal and professional direction, as well as the forward-looking outlook, that Intrax program participants gain.” More application images here.

Opinion BY Armin

X Marks the Shopping Spot

Founded in 1895, the Army and Air Force Exchange Service (AAFES) offers merchandise and services to active duty, guard and reserve members, military retirees and their families of the U.S. Army and Air Force. With more than 3,100 facilities — that include over 180 retail stores (like big Walmarts) as well as more than 1,000 fast food restaurants like Taco Bell and Burger King — in Army and Air Force bases in the U.S. and more than 30 countries, AAFES’s majority of earnings are funneled back to the Morale, Welfare and Recreation (MWR)/Services programs which, in 2009, amounted to more than $261 million. In September of last year AAFES introduced a new logo that reflected a change in name from AAFES to, simply, the Exchange. The identity and update to their retail program was done by Columbus, OH-based Chute Gerdeman.

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A B-Side BY Armin

Nextag

Established in 1999 Nextag is a very handy and powerful comparison shopping search engine. New logo rolled out late last year. Bonus: New logo cupcake picture.

Thanks to Wayne Burrow for the tip.

Opinion BY Armin

X Marks the Intersection

Founded in 1886, the Minneapolis College of Art and Design (MCAD) is a well known and regarded college offering students graduate and undergraduate degrees — in academic programs like Graphic Design, Advertising, Fine Arts, Photography, and even Comic Art — from the cold confines of Minneapolis. Yesterday, MCAD introduced a new identity designed by MCAD DesignWorks, an MCAD-run design firm that does work for the college as well as outside clients and is staffed by MCAD students and led by J. Zachary Keenan. The new website was designed by Little & Company and developed by The Nerdery, both Minnesota-based businesses.

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