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With over 40 stations covering all of Mexico, a handful across north of the border in the U.S., and over a dozen south of the border in Guatemala, Honduras, Costa Rica, Panama and Ecuador, EXA FM is one of the largest radio networks in Latin America. This month EXA presented a new identity that takes advantage of its amazing short name — anything with an “x” in it is awesome — to create a simple and bold ambigram. The final execution is a little wonky, I think the shapes (particularly the counterspaces) could have been better resolved but the design concept is exa-llent. (Sorry, couldn’t resist).
Thanks to Ramon M. for the tip.
Jump to Most Recent Comment
Anderson Wilson’s comment is:
Armin, I'd like to see you break down the technical details of a visual identity in the same way that Tony Spaeth does at identityworks.com.
On Jun.30.2009 at 10:58 AM
Cam Hoff’s comment is:
WELL DONE. A little ambigram action...
On Jun.30.2009 at 10:59 AM
Mark’s comment is:
Somehow, I'm compelled to use it as a detergent.
On Jun.30.2009 at 11:08 AM
jRod’s comment is:
Huge upgrade. Lose the red dot.
On Jun.30.2009 at 11:10 AM
Rick’s comment is:
Anderson, Why?
If we wanted technical spec reviews, we could go to that site.
I personally have a lot of work to do, so seeing something new, getting a brief read and moving on works well for me.
Just my opinion.
To get back on track, the "a" doesn't really work for me. It more resembles a "D" with a self-esteem problem. Nice idea, needs a little more in the execution department.
On Jun.30.2009 at 11:29 AM
Proverbial Thought’s comment is:
Looks like a logo for a professional dodgeball team. I am not so bothered by the way they handled the "exa fm" (although it seems very dated). What bothers me is the gradiant, dodgeball/setting sun that is behind it. IMO, the "exa" in color would be just fine without it, and may even look cool on a t-shirt.
On Jun.30.2009 at 11:30 AM
Proverbial Thought’s comment is:
Also looks like a motorcross logo.
On Jun.30.2009 at 11:31 AM
Armin’s comment is:
Anderson, that's Tony's thing. He does it better than me. I like to keep it loose and zazzy. (Not that Tony doesn't have zazz, he does! it's just a different zazz.)
On Jun.30.2009 at 11:36 AM
Alan’s comment is:
It would make a great slipmat for local DJs, as it spins the ambigram hits you over and over.
On Jun.30.2009 at 11:37 AM
Kevin Zwirble’s comment is:
Well, the whole "dodgeball" thing seems to be derived from the old logo, which looks like a cross between an old White Zombie cover and an extreme sports channel.
So kudos on updating the mark and bringing in some clever type.
On Jun.30.2009 at 11:56 AM
Estel’s comment is:
I agree with getting rid of the red dot.
I like the ambigram, but i really hate the station.
I rather hear RMX, whom by the way, should have a redesign too.
Pat Broderick’s comment is:
It's kind of similar to the Union 76 logo.
On Jun.30.2009 at 12:02 PM
Charlie of Toronto’s comment is:
Pretty "zazzy"... but wonder if the "FM" should be more prominent... almost looks like a "TM" or an “®”...
On Jun.30.2009 at 12:23 PM
Jamie’s comment is:
lol..I didn't even notice the "FM" until I read Charlie's comment. I had to scroll back up and look again!
Decent logo, but I agree with previous comments.... lose the red circle, and maybe tweak the a/e a little more. I originally read it as "exe"
On Jun.30.2009 at 12:32 PM
Sand’s comment is:
I like the new logo. Reminds me of the Advil pills I take after client meetings (zing!) Ambigrams are cool and so are circular logos.
But I agree with the other comments, I wouldn't associate it with radio or broadcasting (dodgeball!). That FM at the top gets lost too, especially when shrunk.
On Jun.30.2009 at 12:35 PM
Proverbial Thought’s comment is:
IMO, would be a perfect ambigram if they did something else with the FM. It's probably just me, but I think an ambgram should be a perfect ambigram and not have any elements upside down when inverted. Probably is just me.
I won't pretend to know what they could do to correct the issue, but would be nice. I also agree with those who say the FM looks like a TM symbol; and since some people missed it, it probably isn't necessary at all.
Many FM stations leave that part off and go with the call letters instead as having a decimal in the call letters is a dead giveaway that it's an FM station. Maybe the call letters would have been easier to create the affect with.
BUT apparantly their call letters are not important at all to them since ithey are not included on either logo nor are they anwhere I can see on their website. Go figure.
On Jun.30.2009 at 01:19 PM
BJN’s comment is:
I too flashed on Union 76. There'd be a more direct linkage if the gas stations were 96, or dare I say 69.
I don't personally get excited by supersymmetry in logo designs.
On Jun.30.2009 at 02:20 PM
Mark’s comment is:
Good job, it looks contemporary,modern and simple. The old one was clearly outdated and stuck in the late 90's.
The upside down "e" at first bothered me but now I think it as unique.
On Jun.30.2009 at 02:47 PM
splashview’s comment is:
This relooking it same the French, oups the Monegasque channel : TMC (Tele Monte-Carlo). A parabola was transformed to the new logo is in a red round
On Jun.30.2009 at 02:55 PM
Andrew Moore, Integrated Marketing Manager, Finch Brands’s comment is:
I agree with comments made regarding FM. It's almost an afterthought.
In the age of digital media "FM" is an antiquated abbreviation. I'm sure Exa with their 40 stations are more of a music delivery system than a 'radio station'. Concert promotion and sponsorship, web radio, exclusive band events etc. etc. etc.
I wouldn't be opposed to dropping FM. Yes, it speaks to their heritage and a distribution channel, but not their future as a provider of music and cultural relevance to the masses.
On Jun.30.2009 at 03:11 PM
Bill Dawson (XK9)’s comment is:
Quick question (without looking). Italic or Roman?
I'm fairly sure that it's geometrically centered, but it seems off balance to me (and it's not just the insognificant "FM"). The "a" feels forced and unnatural.
Here's where I think the motocross connection is:
Axo creates and sells MX gear. It also reminds me a little of a typeface I designed that became popular in the motocross world.
On Jun.30.2009 at 03:28 PM
Bill Dawson (XK9)’s comment is:
Quick question (without looking). Italic or Roman?
I'm fairly sure that it's geometrically centered, but it seems off balance to me (and it's not just the insignificant "FM"). The "a" feels forced and unnatural.
Here's where I think the motocross connection is:
Axo creates and sells MX gear. It also reminds me a little of a typeface I designed that became popular in the motocross world.
On Jun.30.2009 at 03:29 PM
John Mindiola III’s comment is:
The comment someone made about the counters is spot on. They look they were never considered throughout the process. Such a missed opportunity! I mean, it's not going to FedEx or anything, but it could be better than what it is now.
On Jun.30.2009 at 04:15 PM
Glenn Sakamoto’s comment is:
The kerning of the type is so tight it makes me uncomfortable to just to look at it.
On Jun.30.2009 at 05:53 PM
Ryan Simpson’s comment is:
It looks too much likes "exe" to me.
Why not just have a more readable a instead of the upside down e in the same exact style?
Is an ambigram that's exactly symmetrical worth sacrificing legibility?
It's not like it's that great of an ambigram design to begin with.
On Jun.30.2009 at 06:04 PM
henry’s comment is:
my first encounter with a ambigram for a logo, not sure how many of these are out there.
kinda think of cleaning solutions when I first saw it but then again we should take a look at how it is executed, which definitely would make a difference in how it is perceive.
nice work overall
On Jun.30.2009 at 10:51 PM
Jesus Pe (Monterrey Mx)’s comment is:
El logo se ve bien, simetrico , moderno ,pero yo creo que en lugar del circulo rojo, hubieran puesto un circulo que representara una bocina para que estuviera ligado a la musica.
Logo looks fine, simetric, modern...but I think a drawing of a speaker will be better tha the red dot, in order to link to music!
On Jun.30.2009 at 11:37 PM
Anonymous’s comment is:
the idea is allright and it looks o.k., but I think it could have been done much better… creating an ambigram, it seems it’s it ok for the „a“ to look exactly like „an upside down e“, but not ok for the „e“ to look at least a little bit like „an upside down a“?
The shapes should „meet in the middle“.
Also, the orange dot is dispensable imho, just destracting from the shape of the letters… the „fm“ is treated like necessary evil.
On Jul.01.2009 at 06:13 AM
Ramon M. (formerly jrmm)’s comment is:
Thanks for posting my submission guys!
By the way, Exa TV, the Exa FM's cable TV channel is also changing its logo today...
hector juarez’s comment is:
do you know who is the agency? or they are doing everything in the house?
On Jul.02.2009 at 10:10 PM
Adam Bestwick’s comment is:
The logo as a whole would have benefited from an improved, properly-constructed 'a' instead of slavishly reproducing an upside down 'e'.
As for the FM - waste of time.
I missed it at the size displayed here so it must disappear on a mere business card.
Either display the FM correctly and deal with it as an integral part of the identity, or drop it - don't reduce it and so small and hope it goes away...
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