The original Xfire logo was hastily created by a contract web designer and the company was never quite satisfied with it as a trademark. It eventually became clear that a stronger, more polished brand was needed to appeal to higher profile advertisers and to a rapidly growing user base.
The original Xfire logo
Xfire senior management wanted a new logo that looked high-tech and at the same time was simple, strong and easily recognizeable across a broad range of applications.

The first set of thumbnail sketches and trail comps were quickly created to explore any new ideas that came to mind and to explore any and all workable ideas.
When the first set of designs yielded no positive response, a new direction was taken.  At it's core, Xfire is a unique instant messager that users employ to communicate with their friends and is also a social networking tool that allows users to connect with friends and friends of friends. "Communication" was the new focus, and arrows were used to symbolize the  "back and forth" aspect of typical conversation.
The "X" with the swirling arrows held promise, especially because the shape of "X" from the original logo would give it a sense of continuity.  Unfortunately, when the logo recuded down to the standard icon size of 16x16 pixels, the arrows became unreadable.  The arrows were further abstracted to take on a more symbolic look. More refining followed and eventually, a new Xfire logo finally took shape.
Bank Gothic was chosen for the tagline due it's clean, high-tech feel and readability. The redesigned logo became the basis for a complete corporate identity overhaul for the company's website and software client.
© 2010 Virgil Mayol
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