Attrix Identity

As a subsidiary to Sorenson Media, Attrix came to our creative team in need of a logo and visual brand. Due to pronunciation and definition problems with their former name, we decided a new name was necessary. Through brainstorming and a lot of thesaurus/dictionary checking, my team and I created the name “Attrix”, a molded form of “Attribute”.

The visual brand of Attrix is largely informed by the company’s brand essence. Attrix has five key business descriptors:

• Innovative
• Dynamic
• Insightful
• Credible
• Concise.

The alignment between visual identity and brand essence is seen in the brand’s strong, solid colors of black and white, with dynamic secondary colors throughout. Attrix has built a leading-edge technology that provides unique data to its customers. Visually, the brand reflects this through its composed, yet energetic brand colors and typefaces.