Name: Radix
Client: Freescale Semiconductor, Inc.
Delivered: March 2006
Name for Software Development Architecture
Project included naming and logo development.

Basis for name: Latin for foundation, x represents cross-platform product

Why we chose this name / brand connection:
The new architecture is the foundation for Freescale’s game tools technology. Radix, which is Latin for “foundation” gives a direct explanation of the importance of the new technology. The team we worked with at Freescale wanted to have a name that could withstand the critical feedback of a very demanding market. The word has an interesting sound, providing a forceful feeling. It also sounds somewhat sci-fi, or like a character in a video game or superhero, so it will connect with the target market. The shape of the word is interesting, so it will look good typewritten. The “X” represents next generation tools being cross-platform, or that it will cross many different types of users. Radix sounds good with CodeWarrior, Freescale and “Powered by Radix.”

“I wanted to re-iterate how much my group appreciates the work that you and your team did.  It was a _great_ job!  The ability for Xcelarts to immerse itself into our world made for a highly effective and ultimately perfect outcome.”

Roger Edgar
Business Manager, Developer Technology Games Organization
Freescale Semiconductor, Inc.