Refreshing the XTM brand: Simple. Modern. Clean. As language should be.
Refreshing the XTM brand: Simple. Modern. Clean. As language should be. illustration
Iris Bas
AuthorIris Bas
Aleix Gwilliam
AuthorAleix Gwilliam
Reading time 11 minutes

Why are we doing a brand refresh now?

With over 20 years’ experience in the localization-technology industry, we’ve always been at the forefront of innovative language technology. With our anniversary in mind, we thought it was the perfect time and occasion to release our new brand image and the roadmap for our ongoing product UI/UX improvements to meet our users’ needs.

How did we go about it? We listened to our customers’ feedback and decided to act on it, acknowledging that who we are and what we stand for was not entirely reflected in our brand image.

Our users wanted more from our user interface and experience. It did not reflect who we are and what we want to achieve, and we acknowledged that it was in need of an update. Now, XTM Cloud’s UI and UX will be updated in our upcoming releases,  adopting a much more modern look and truly reflecting our renewed motto – delivering the future of localization technology.

Last but not least, we acknowledge that there was some confusion with our name: are we XTM or XTM International? Or XTM Cloud? Well, we’re simplifying our main brand to XTM and also better structuring our brand architecture to make our product-offering clearer. For this, we’ve defined the names of our products and sub-brands more clearly with descriptors: XTM Cloud, XTM Academy, and XTM Live to name just a few.

The new, simplified XTM logo

XTM’s new logo system

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