Consider the logo. As `inform' is the essential purpose of data, the new logo emphasises what Informix essentially does. Being set apart in black type, the company is at pains to emphasise that the correct pronunciation of its brand will now be In-form-ix -- and not the earlier mispronounced version: In-for-mix!

The new logo is also meant to becolourful, friendly and yet bold. The red italic `i' is animated while the speeding blue `x' gives the logo a sense of urgency. ``Inform will be the new symbol for our data warehousing efforts; the red `i' symbolises the Internet solu- tions; and the speeding `x' represents ourfast, extensible transaction solutions,'' Murali said.Explaining further, he said that the first part, `Inform' is also meant to re-emphasise that the company can provide critical end-to-end data to warehousing solutions needed for remaining competitive. Enormous volumes of dumb data will be translated into smart business insights.

The `i' in the logo represents the Internet, which has created a tremendous opportunity for companies to communicate and sell. With high class transaction engines, powerful tools for managing business content, distributing media assets and conducting electronic commerce, the integrated solutions play a crucial part. The `x' represents on-line transaction processes.

The company has pinned great hopes onthis new identity. Informix, which had undergone a crisis period a couple of years ago, today stands at crossroads as the `i and x' have thrown open great opportunities. With the Internet providing a faster environment, and data analysis and processing and timely delivery becoming a golden opportunity, all that Inform-ix now needs is to factor in the `x' -- a fast approach.