Axon Enterprise, Inc was originally known as TASER International, Inc and is well-known as being the Taser maker. Their mission is to protect lives by providing de-escalation technologies. Keeping with that mission, in recent years they have expanded to develop a wide breadth of technologies for law enforcement. The company has increased focus on producing body cameras and services. Evidence.com is a digital evidence platform to help law enforcement companies manage the data collected. Axon is the largest manufacturer of police body cameras, especially after acquiring their competitor VieVu in 2018. This article will analyze the design elements of the Axon logo and how it communicates their branding and message.
The Axon logo consists of the symbol (called the Axon Delta) and the wordmark. The Delta and the word should always appear together. Only in rare cases with company approval can they be displayed separately.
Design elements of the Axon logo
Color
The Axon logo is most commonly used in black or white. Alternatively it bay be displayed in a yellow named Axon Yellow. This makes the logo versatile to be used on their law-enforcement products without drawing attention from the purpose of the product. In addition to the versatility this coloring schema helps to convey a feeling of confidence and stability, which is an important image to maintain with law enforcement products.
Font
The Axon name is shown in all caps and simple typeface. This helps to convey a feeling of simplicity but boldness. The text in the Axon logo is made with the font Benton Sans.
Axon Branding
Axon has published a style guide for using their branding. It is available at https://brand.axon.com/look. The guide contains the Axon logo, additional icons, typography information, lifestyle photos, and guidance for using product images. Referencing this guide is a must any time you work with Axon branding.