The Axolight essence in a new visual language for an unmistakable mood
In 2017 Axolight celebrates its first 20 years and has appeared at the Euroluce event with a revamped image that reflects what the company is today: a profoundly changed Axolight compared to its beginnings, ready to lay the foundations for the future.
“This 2017 is a very important year to Axolight not just because the company celebrates its 20 year anniversary, but also because it is setting out on a new adventure.Topping off this event will be the introduction of the brand’s new identity to the world of lighting, involving all aspects of communication and above all, the logo. Everything we have done up until today and where we are right now can be seen as prepping for the future, a future where the recognition and distinction of our brand in the world must be a constant factor in our every
Roberto Vivian, Axolight Chairman.
The new brand identity was entrusted to Teikna Design, a specialised graphic design and branding studio with offices in Milan, founded and directed by Claudia Neri, with the assistance of Elisa Stagnoli. Teikna Design was asked to radically revamp Axolight’simage, to reposition it in a way that would reflect its profound change bringing out the emotional aspect, a really important part of its vision.
“Since this new look wasn’t going to be just superficial, we had to go way back,”says Claudia Neri. “Our inspiration was born thinking about one of design’s heydays, the so called mid century modern, that is, 1950s and 1960s design, straying into the 1970s a bit, too. It’s an assertive design made up of strong shapes, bright colours and decorations. This was an era when people looked boldly and enthusiastically to the future: a sentiment that has truly guided the Axolight project, including the decision to use a font symbol of enthusiasm for the future, Futura to be precise.
For Axolight I worked on primary geometries derived from the shape of the letters A, X and O that morph to the point of becoming abstract; from the alphabet they go back to being pure geometry.”
The claim that identifies and distinguishes the new image is Bespoke Design that, as Claudia Neri reveals, “in Axolight’s case is a key factor in which the business skills and the approach to the project allow you not only to adapt the products to the market’s needs, but also to manage to interpret the look so that it is tailor made and so, bespoke.”
This way, the work on Axolight’s brand identity was first and foremost the creation of a rich and varied visual language that directly impacts the atmosphere and the style of the images, also capable of expressing the future evolution of the brand without however losing recognisability. Among the new materials above all it is the Look bookto express Axolight’s new essence: 32 pages where the product is design, vision, art, architecture and creates an unmistakable mood.
The results? Those who enter the Axolight world realise that they entered the world of Axolight even without reading the brand name.