The new IXT identity concept illustrates the warmth that insurance brings to society and the innovative power that technology carries through the (I) meets (x) Technology (T) expression and representation.
The brand design is centered on the “x,” which symbolizes integration as well as the coming together of two ideas, and embodies reorganization, fluidity, and fusion.
The visual logo is shaped with curved edges to form the letters I & T, while X is represented by the negative space between the two letters. This visual imbalance creates a sense of fluidity and expresses the concept of using a lever to pivot from the old to the new.
Figuratively, it is an hourglass, representing a two-way link between insurance and technology. However, it can also be a pivot, spinning us away from existing notions of the insurance industry towards the endless new possibilities that IXT can unlock.
Color wise, we chose bright, vibrant shades of blue and green to not only make the logo stand out visually, but also echo our brand’s personality – innovative, dynamic, and young, defying the traditional insurance mindset. The dark blue and gray, on the other hand, convey our reliability and in-depth industry knowledge.
Digital transformation can be complex, multi-dimensional, and subject to uncertainties. But IXT, as an insurtech, aims to empower insurers to break free from the boundaries and limitations long present in the insurance industry by leveraging modern technology innovations and extensive industry expertise.