with St John’s agency
For the new corporate identity of Switch by Axa – the new banking and insurance service for the youth – our mission was to create a logo, icons, illustrations, etc. Obviously, when dealing with banking and insurance, it is difficult to be fanciful. Being both young and serious, instilling trust without being too austere… not an easy challenge.
To create the logo, we decided to rely on the diagonal, an emblematic graphic element of the parent brand. But we associated it with a round typography with no capital letters: a direct reference to the codes of social networks, perfectly understood by Switch by Axa’s target. A series of illustrations and icons also using simplicity and accessibility thanks to flat design complete this graphic identity. A bank for the youth, which uses the codes of the youth. Logical, right?