San Francisco, CA (PRWEB) August 25, 2011
Intrax, a San Francisco-based company that provides a lifetime of educational, work and volunteer programs that connect people and cultures, today announced the launch of a new identity and design system to unify the brand. Intrax worked with MetaDesign, a global branding and design firm, to develop the new identity for the Intrax brand, including a new logo and visual design system.
“We are pleased to have partnered with MetaDesign for the new Intrax identity and design system,” said Takeshi Yokota, CEO and co-founder of Intrax. “In MetaDesign we found a partner who understood our global business and our diverse portfolio of programs that connect people and cultures.”
Intrax was founded 31 years ago by John Wilhelm and Takeshi Yokota, and originally focused on U.S. homestay programs for Japanese students. Since 1980, Intrax has expanded dramatically, adding a variety of inbound and outbound programs, including au pair, language learning, leadership, study abroad, volunteer, work travel, and internship programs, and expanding its brands to include Ayusa, AuPairCare, Lango, and ProWorld. For the past year, Intrax has been working to streamline its diverse programs and brands under an overall Intrax umbrella brand.
MetaDesign worked with Intrax executive and marketing leadership teams to capture the essence of the Intrax brand using the concept of “connections,” both in the logo and in the visual design system. 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.
“The growth and reach of Intrax programs over the years has been remarkable,” said Alexander Haldemann, CEO at MetaDesign. “Intrax now has a uniquely identifiable and extensible brand to unify the organization both internally and externally.”
A highly systemic and versatile design system was developed in conjunction with the logo. An angular graphic device reiterates the concept of connections and direction, giving the brand a dynamic and compelling visual language.
MetaDesign also designed related logos for two Intrax brands, AuPairCare and Ayusa. Intrax will continue to work with MetaDesign on future projects in order to further develop the brand and customize the look and feel for the portfolio of Intrax brands and programs.
The Intrax corporate website, launched earlier this year, was designed by Digitaria, a full-service digital agency, following the design system and look and feel developed by MetaDesign.
Intrax is a globally-oriented company that provides a lifetime of high-quality educational, work and volunteer programs that connect people and cultures. Intrax has operations in more than 100 countries worldwide and offers diverse educational and cultural programs including: high school exchange, international au pairs, language classes, volunteer opportunities, leadership programs, and work and internship placements. Since 1980, Intrax has placed more than 300,000 participants in its programs. Intrax is based in San Francisco, California, with offices in 14 countries. http://www.intraxinc.com
MetaDesign is a global branding firm with offices in San Francisco, Beijing, Berlin, and Zurich. MetaDesign creates brand strategies, identify systems, and digital interfaces for emerging businesses, cultural institutions, and global enterprises, including the San Francisco Ballet, Sony, Four Season, and MacAfee. http://www.metadesign.com