Download The Axis logotype

Who we are
One of the most important tools to support and strengthen
the Axis brand is our graphic identity. A strong brand
requires a clear, immediate and positive picture of who we
are — as represented by a thoroughly consistent and
attractive “look and feel.”
Our graphic identity consists of an immutable logotype,
limited color palette, well-defined use of specific
typography, style of images and texts, and consistent use
of certain layout design structures. It covers a wide range
of graphic design applications, from sales and marketing
material to booth design and much more. The crucial thing
is that every graphic presentation of Axis should produce
instant recognition: “This comes from Axis.”
Why is consistency so important? When we have produced
numerous brochures and other material with the same look
and feel, we may be tempted to “try something different.”
Our customers, however, are already inundated with material from many suppliers — from ourselves as well as our
competitors. It is only by being true to the Axis look and
feel that we can stand out from everyone else.
We can achieve this by carefully following the rules and
guidelines in this Graphic Identity Manual.
For any questions you may have, or if you find yourself in
a situation that is not covered by these guidelines, please
contact the Axis Corporate Marketing department.