AXA Design System
Our
identity
has
always
been
shaped
by
purpose
Our purpose
We
act
for
human
progress
by
protecting
what
matters
Our promise and signature
AXA
gives
you
the
confidence
to
progress
so
you
Know
You
Can
Our posture
Why
should
the
future
be a
risk?
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How we bring the AXA experience to life
We
have
introduced
a
Design Ethos
to help
inform
every
decision
we make
about
design
and what
AXA
stands for.
Building Real Confidence
‘Building’
Partner with our customers and respond to their journey, every step of the way.
‘Real’
Show real empathy and understanding of customers lives.
‘Confidence’
Empower people to live their life to the fullest.
Evolving the use of our most iconic assets to ensure our refreshed brand feels distinctively AXA
From colours and typography to the way we express confidence visually, every element has been carefully considered to enhance recognition and consistency. The result is a brand that remains unmistakably AXA—more refined, more modern, and designed to inspire real confidence.
Make the Hero Switch more flexible, more real and more premium
Clear switch
Red Switch
Texture Switch
Flat Switch
Mini Switch - Dynamic, Instantly Recognizable
The same logo,
flexible and iconic
Typography that leverages scale, builds clear hierarchy, and adapts
to every context
Building on AXA's core colours, expanded with a supportive set of tints
AXA White
AXA Red
AXA Blue
Tertiary palette for Data Visualization
Our classic illustrations, reimagined with our primary palette - alongside new, abstract visuals for a fresh perspective
Elevating photography as distinctive brand asset
New guiding principles for layout to keep our designs feeling empowering, real and confident
