Principals Rebrands Tech Firm Xref

Principals Rebrands Tech Firm Xref

Branding design agency Principals has created a new identity for Xref, a technology firm specialising in automated reference checking.

Launched in 2011 as a start-up, Xref disrupted the recruitment industry with its automated reference checking proposition that puts the candidate in charge of the process.

Since then it has grown into a major player, with offices in Australia, the UK and Canada, and ambitions to create a footprint in the international market.

As it moves beyond the core business of reference checking and ventures into the start-up waters of Silicon Valley, Xref looked to Principals to create an identity that presents the organisation as more than a smart technical solution to a recruitment challenge.


Xref old logo

Xref’s old logo

Xref's new logo

Xref’s new logo

Sandy Belford, director at Principals, said: “Xref is no longer a start-up. They’re an established player and the identity needed to reflect that. The refreshed logo, look and feel personifies their love for and commitment to simplicity.”

Lee-Martin Seymour, founder and CEO of Xref, said: “Our new brand is a celebration of what we have become and gives us the correct voice to explain our value into the future. Principals got right to the heart of what we’re about – and then created a brand identity that is us. It’s bright, simple and it works.”

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