Brand Guidelines

These guidelines were created to inspire you when creating brand communication and graphic expressions that are cohesive and convey who we are, what we do, and how we add value. Stick to these guidelines to make our brand loved and recognised globally. 

Axla Hero
Axla Logos

Logo

This is our logo. The logo can be used in black, white or bright green. Please use the logo against solid coloured backgrounds. The black and bright green logos should only be used agaist white backgrounds. If the logo must be used over an image, always stick to the white logo.

Please do not alter the logo by rewriting, adding effects or changing it or it's proportions in any other way either – we like it as it is.

Make sure you have the latest logo files in use by downloading the assets from the link below.

Download logos

Axla Logos Positioning

Logo

Usage

Please leave sufficient spacing around the logo. The logo should always be placed in one of the corners of the layout, preferrably in the upper left corner.

Axla Colours

Color

Brand Colours

Colour is an instantly recognizable element that defines our brand identity and makes its stand out. Applying the core colour palette will help create strong and cohesive visual communication through out all our communication channels.

Please note that the muted bright green and the different shades of grey are reserved for digital expressions only.

  • Axla Electric Green - Screen & PMS

    Pantone: 2412 C
    RGB: 0 233 154
    HEX: #00e99a

  • Axla Bright Green - Screen Text

    HEX: #00CC8D

  • Axla Bright Green - Print & Paint

    CMYK: 65 0 55 0
    NCS: S2040-G10Y

  • Axla Blue 1

    CMYK: 77 21 25 33
    RGB: 19 116 134
    HEX #357283

  • Axla Blue 2

    CMYK: 86 20 23 53
    RBG: 0 88 107
    HEX: #00586B

  • Axla Blue 3

    CMYK: 86 20 23 75
    RGB: 0 50 60
    HEX: #00323C

  • Axla Background Grey Bright

    HEX: FAFAFA

  • Axla Background Grey Light

    HEX: #F3F3F3

  • Axla Text Grey Medium

    HEX: #7E8A96

  • Axla Text Grey Dark

    HEX: #282C36

Axla use of background colour

Colour

Colour in backgrounds

Graphic colour blocks can be used as backgrounds in digital expressions. Please avoid text overlapping the inetrsections of the graphic areas. Use colours in the order and proportions described in the example.

Axla Typography

Typography

Typography is a central part of our identity. A consistant use of typography is fundamental when building a strong and recognisable brand.

The main font of Axla is TT Hoves bold and regular. The fallback option for TT Hoves os Arial. Arial is to be used in all internal documents such as PPT presentations and Word documents.

Axla Illustrations

Illustrations

We use illustrations to help visualise our offering and the service we want to provide our customers.

Axla Banners

Brand Expressions

An overview

We have a clear identity wherever we express ourselves. Clarity comes from not using too many styles, sizes, colours or messages at once. A simple message expressed in bold type often does the job.

Sticking to these design principles helps creating coherence and brand recognition across a lot of different touchpoints.

Axla Print Materials
Axla Print Vs Web

Typography & Layout

Print & Web

  • Layout

    A left aligned layout is to be preferred for most layouts. A center aligned layout works best for digital lift-ups and should be used sparsly.

  • Colour

    Print – In body-copy stick to 100% black for best legibility. For links or highlighted texts use bright green.

    Web – Use dark or medium grey for a softer expression.

  • Header

    Use Bold or Regular set in All Caps with +80% tracking.

  • Headlines

    Mix Regular & Bold set with -20% tracking.

  • Body Text

    Stick to Regular.

  • Subheadlines

    Use Bold but keep the point size the same as the text.

Axla Overview

Contact

If you need any assistant in working with these guidelines do not hesitate to contact brand@axla-logistics.com