Axos Bank is the digital banking subsidiary of Axos Financial, Inc., a bank holding company headquartered in Las Vegas, Nevada. The bank’s current visual identity was introduced on October 1, 2018, when BofI Federal Bank and Bank of Internet USA, along with most of the company’s other brands, were renamed Axos Bank as part of a multiyear program built around the mission of “banking evolved.”[1]
Design and History
The Axos identity was launched alongside the October 2018 rebranding of the bank’s multiple legacy brands under a single name. According to the company, the name “Axos Bank” was selected after “painstaking research and extensive testing.”[1] The rebrand also brought a new ticker symbol, “AX,” for the parent company, which the company said “reflects accurately the new name of our organization, is memorable, and easily identifiable.”[2]
Shortly after the rebrand, in October 2018, Axos Bank named San Francisco-based creative agency Cutwater as its creative agency of record. Cutwater’s first campaign for the brand, titled “Greater Than,” introduced the tagline “Banking Evolved.” The campaign drew inspiration from the new Axos logo, which utilizes a “greater than” symbol.[3]
Meaning and Symbolism
The most distinctive documented element of the Axos logo is the “greater than” symbol incorporated into the mark. The symbol was used as the creative foundation for the brand’s launch campaign, which highlighted the bank’s innovative services and positioned them as setting the bank apart from competitors.[3] The company’s stated mission of “banking evolved” framed the broader rebranding effort.[1]
Typography and Design
The Axos wordmark is a typographic lockup that pairs the brand name with the “greater than” symbol. Brand asset data lists the primary brand colors as a deep navy blue (hex #1F3860, identified as “Cello”) and a warm orange (hex #FAA74A, identified as “Casablanca”), with a secondary light coral tone (hex #FFBCA9, identified as “Wax Flower”).[4] The designer or agency responsible for the original logo design has not been publicly documented; Cutwater was named agency of record after the rebrand and created the launch campaign around the existing mark.[3]
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