AXA is a French global insurance group founded in 1817 and was originally named as Mutuelle de L’assurance contre L’incendie. It was then acquired by the Compagnie Parisienne de Garantie in 1978 and changed its name to Mutuelles Unies. The Equitable took over the company in 1991 and turned the name into AXA. It is a conglomerate of independently run businesses that are operated based on the rules and regulations of different countries. The company focuses and engages in health, life, and other types of insurance and also has an investment management arm. It operates primarily in North America, Western Europe, Middle East and the Asia Pacific region.
The AXA has five operating business segments namely Property & Casualty, Life & Savings, Asset Management, International Insurance, and other financial services.
Design Elements of the AXA Logo
It can be observed that the name in the AXA logo is written in uppercase letters. But it should be noted that the word AXA is not an acronym. The name was chosen since it can be pronounced easily by people who can speak different languages. Aside from this, the name was also ideal since it starts with the letter A, making it appear at the top of all directories. Below the name is the phrase protection financiere. This is a French word that means financial protection. Through the AXA logo, the company wants to show people that they are capable of protecting their clients and at the same time grow their money through safe and sound investment instruments.
Color of the AXA Logo
The color blue is very dominant in the AXA logo. Blue actually represents security, order, peace, and technology. The company used this color in the AXA logo to give the impression that they are reliable and that they have adequate knowledge and expertise in handling their clients’ money. Aside from that, blue in the AXA logo also denotes loyalty, which is applicable to AXA in both ways – their loyalty to their clients and vice versa. Lastly, the color also represents stability, which aptly reflects the company’s years of experience and expertise in the financial services industry.