axel springer
Creative and rebellious, the visual identity for axel springer embodies the company's twin beliefs of freedom and entrepreneurship.
The design takes inspiration from the company founder's belief in the vital role of freedom for democracy and the rule of law. Working closely with the leadership and communications team, together the brand vision is: We empower free decisions.
At the heart of the identity is the 'impulse', a disruptive branding element that articulates the core belief - that each individual has the right to think, act and live freely. Liberated from the conventions of the design rulebook, this is a flexible identity that can appear alone or with a statement, within an image or provoking it from the outside.
Bold, daring, direct, reduced, minimalistic and loud are the audio attributes.
The sound of Axel Springer's voice and what he said became the starting block for an innovative sound language.
We took excerpts from Axel Springer's own voice and translated them into percussive dialogue. Consonants and vowels were given different rhythmic elements with the drums mimicking the phonetic sounds of his words. Our sound language, being close to the spoken word, has the effect of a bold punchline.
