Redesigns are not easy. With over 5 years of emotions attached to our old identity, we knew this was never going to be an easy task. I must admit we tried undertaking this endeavor a year back and failed to see it through. We at least had our fair share of learnings from that experience. What we were certain now is that a lot has changed in the last few years - in the ecosystem, for us as a company and for partners that we work with. Our identity needs to reflect this change and at the same time inspire us to lead the change.

Crowdsourcing Ideas


I was convinced that we had to crowdsource ideas and 99designs was an obvious choice. I must say it didn’t disappoint. In less than 5 days, we had 543 designs from 66 talented graphic designers from all over the world.

We have our new Identity

After sharing and seeking feedback from friends, family, colleagues, and exchange of 300 odd emails and messages - we have our new Identity.

DeltaX Identity

The icon perfectly captures ‘Δ + x’ philosophically without overloading the casual user with mathematical terms; yet reinforcing ‘incremental’ (‘+’ sign) ‘positive change’ (arrow pointing upwards).

It’s been an exhausting yet highly fulfilling experience. Thanks for your love, kindness, and support. Time to set higher goals and overcome bigger challenges. Onwards and upwards from here - that’s exactly what I would want to leave you with for now… DX - Onwards and Upwards