Trope Collaborative
Starting Point
Online security conjures conflicting perceptions depending on who you are. Companies that provide security services usually focus on hardware and software. Nexum is a unique Chicago-based company that merges traditional products and software with services and training. They had created their own identity as a small start-up, but felt their efforts did not reflect the growth of the company.

Exploration
Trope facilitated several sessions using a unique gestalt psychology tool, Working Impressions. This allowed focusing on areas in which to articulate a new platform of associations and attributes that reflected their growth curve. From these terminologies, a focused exploration of ways to create a sense of security without all the stereotypical use of locks and sharp edges.

Solution
Nexum's new identity stood out in a crowded marketplace where most companies blend in. Protection, direction and growth were used to visualize an ever growing series of parts to feel secure and accessible.
Original Nexum Logo thumbnail
click to play
Nexum: Original Logo
1 | Original Logo
This logo was created emphasizing the “x” in Nexum with radiating lines. The overall jagged shape and use of blue and black reflected a common approach to developing a concept based on mainstream thinking.
Movie of New Nexum Logo
2 | Nexum Logo
The approach to the revitalized logo paid homage to the old identity in terms of the the intersection of “x” and having a protective inner layer and an permeable outer layer.
© 1994-, Trope & EN Collaborative, Inc. or referenced companies or authors. All rights reserved.
1/2

Search and Navigation Diagram.

Brand Systems
Nexum
This logo was created emphasizing the “x” in Nexum with radiating lines. The overall jagged shape and use of blue and black reflected a common approach to developing a concept based on mainstream thinking.