AMS-IX, the world's largest Internet exchange, approached us for a rebranding project. The brand had gotten lost in a web of upgrades over the years, losing its recognizability. To bring consistency to their branding, choices had to be made and simplicity sought.

As internet exchange platform, AMS-IX is the center of internet nodes, enable connection and bring users together. We translated this identity in a visual style that represents these 'connecting dots'. In every asset, the recognizable dot is included and performs multiple functions.
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We captured this dynamic visual identity in a brand book. This gives everyone within AMS-IX the flexibility to independently create all assets without losing the character of the brand.