MERCADEO Versión en español
TXT launches DIY logo after repurposing as a transmedia agency
27 de febrero de 2014
La campaña global obtuvo como respuesta más de 350 propuestas de tipografía enviadas de diferentes partes del mundo entero
The TXT ad agencys decision to relaunch itself as a transmedia agency brings with it a new logo, a true innovation in the field of branding, advertising and communications since it invites people all around the world to share their individual visions and versions of the TXT calligraphy.Logos are identifying elements of products and services that remain unchanged, well, it usually seems like forever, but TXT has surprisingly switched to a living logo that allows consumers to contribute their own do-it-youself views of what it should look like.Were an independent agency and as such we have the right to self-definition. For some time weve been working on storytelling, but we hadnt integrated it into the media where we channel our messages which is why we decided to repurpose as a transmedia agency TXT President Alexandre Toulemonde told PRODU.All of which led TXT to go beyond the usual paradigms for defining a logo, understanding that consumers are no long receivers of media but have become their owners, changing content, sharing it and expressing their opinions however and whenever they want.The new TXT logo is 100 percent transmedia storytelling it wasnt designed by a creative, it is designed by a sample of the human race, a dynamic logo that can be changed by every person who touches it and that will further change with the next generation Toulemonde said.The global campaign had a response of more than 350 typography suggestions sent on all platforms from all corners of the earth. Our final objective is to show that our interest is in people, because each person has a story to tell and something to say, and through his or her calligraphy we want to show the value we place on each persons story he said.
