(Est. 2006) “In 2006, Firmex saw an opportunity to provide a cloud-based solution for sharing large volumes of confidential documents. Professionals were frustrated with hard-to-use technology, obsolete ‘per page’ pricing, and steep overage fees. They wanted a simple, robust and fairly priced virtual data room subscription service they could trust. Today, over 120,000 companies in 144 countries have trusted our service, making Firmex one of the most widely used virtual data rooms in the world. Millions of documents are exchanged using Firmex, supporting a range of mission-critical processes including financial transactions, mergers and acquisitions, corporate governance, regulatory compliance, litigation and procurement.”
One image that appears throughout the entire brand: pages and paper. The new logo features three pages breaking away from the “X.” “Our clients trust Firmex to manage and share large volumes of confidential documents online, so the concept of pages is tied into our core business and company DNA,” says Boltz. The Suisse Int'l typeface is used throughout, in four different weights.
Images (opinion after)
The old logo was mostly okay, although I’m not sure why they highlighted the “e” and half of the “x” but I like how they tucked the “i” into the “F”. It was a decent corporate logo but the new one is a much more decent corporate logo. This isn’t going to take anyone’s breath away but it gets the job done efficiently and, more importantly, it makes the company look much more confident, reliable, and trusted. The “X” is meant to break into three abstract pieces of paper, which I didn’t read as such at the beginning, but it’s an okay metaphor. To me, they just looked like cool digital, speedy doodads, nicely extended from the structure of the “X”. The identity is well extended and thought out. I’m not a huge fan of the use of the light weight of Suisse Int’l as it gives it a slightly dated look — more Suisse Int’l Mono, I say. The icon set is cool and dog biscuits for the win. Overall, a solid corporate job.
Thanks to John Lyttle for the tip.