MetaDesign Creates New Identity for Intrax
The new Intrax brand expresses dedication to connecting people and cultures
MetaDesign, a global branding and design firm, is pleased to announce the launch of a new identity and design system for Intrax, a globally-oriented company that provides a lifetime of high quality educational, work and volunteer programs that connect people and cultures in over 100 countries worldwide.
Intrax has successfully brought people and cultures together for over thirty years via exchange programs for young people around the world. The company itself is a cultural partnership: the two founders, John Wilhelm and Takeshi Yokota, began working together in 1980 organizing small groups of Japanese students to stay with U.S. host families. After decades of expansion, Intrax recently set a strategy to create a unique, differentiating umbrella brand that would unite their diverse offerings across the entire participant lifecycle.
MetaDesign worked with the executive team and leadership of marketing and sales to develop the essence of the Intrax brand, architecture of the brand portfolio and a new visual identity system representing the concept of "connections".
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.
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.
As Intrax CEO and Co-Founder Takeshi Yokota notes, “In MetaDesign, we found a partner who understood our international business, shared our vision, and delivered design solutions of the highest quality.” MetaDesign continues its work with Intrax to further develop the brand and key touchpoints.
About Intrax
Intrax is a globally-oriented company that provides a lifetime of high quality educational, work and volunteers 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, CA, with offices in 14 countries. http://www.intraxinc.com