ONX.COM "X"CITED ABOUT NEW BRAND
By Adnews Staff
Onyx Computers Incorporated, based in Thornhill, Ontario, has rebranded itself and changed its name to OnX.com. The change is designed to reflect the company's new strategic direction. According to Sheldon Pollack, CEO and co-chairman, since launching an interactive division in 1996 the company has experienced "tremendous growth" in its e-business solutions and services. "To capitalize on the exploding market demand we made a strategic decision to rebrand the company in a way that accurately reflects our vision and capabilities," he said. OnX.com's new look can be seen in its new logo, which places emphasis on the letter "X" and includes bright yellow coloring. A variety of marketing initiatives will roll the rebranding out to customers, partners, employees and the business community. A print and radio advertising campaign from Toronto-based Capital C, which also created the new brand, will be supported with public relations from Fishbowl Communications, also of Toronto. Additional initiatives include a direct mail campaign, an employee newsletter and Web site promotion.