AXA is a French multinational insurance group headquartered in Paris. The company adopted the AXA name in 1985, when the group formed from the merger of Mutuelles Unies and Drouot under the leadership of Claude Bébéar. The name was chosen for being short, simple, and readable in all languages, and the various companies of the group only gradually switched to the AXA brand in the early 1990s. [1]
Design and History
In 1985, the Mutuelles unies-Drouot group was searching for both a name and a logo. Several options were considered, including Argos and Élan, before AXA was ultimately selected. The name was chosen for its three letters, readable in all languages, with no negative meaning in any market, and for its strong graphic form. [2]
The current AXA logo, often described as the “AXA cube,” consists of a blue square with the AXA wordmark in white. The signature line beneath the logo has changed over time to reflect the brand’s market positioning. [3]
In 2008, AXA introduced a new brand signature, “redefining standards,” accompanied by a red graphic element called the “switch.” This red slash, extending from the bar of the X, was designed to convey the notions of rupture and passage from one reality to another, symbolizing the company’s role as an insurer in transforming situations of distress into serenity. [4] [2]
In 2019, AXA unveiled a new global brand signature, “Know You Can,” which was deployed across the entire group. [5]
Meaning and Symbolism
The “switch,” the red extension of the X’s bar, is a key brand asset for AXA. According to the company’s own corporate identity materials, the switch embodies AXA’s aspiration to support customers in having confidence in themselves. [6] The switch also carries the meaning of transformation, representing the insurer’s role in changing distressing situations into calm ones. [2]
The AXA brand in its strict sense comprises the AXA wordmark, its design, and the specified colors, which are Pantone 185 (red) and Pantone 072 (blue). The wordmark is always written in capital letters. [7]
Typography and Design
AXA’s brand guidelines specify that the AXA wordmark is always written in uppercase letters. The company’s official brand policy document also references designated typographies as essential elements of the AXA visual identity. [7]
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