A full corporate identity system built for a premium South African investment group — from logo and brand mark through to vehicle branding, uniforms, stationery, and environmental signage.
Axelrod Investment Group needed a complete brand identity that matched their positioning in the premium investment market. The brand had to project authority, trust, and sophistication across every physical and digital touchpoint — from a business card to a Mercedes Viano.
The challenge was creating a mark strong enough to carry the brand across vastly different applications: embroidered on a polo shirt, applied to a luxury vehicle, mounted on a reception wall, and printed in gold foil on a black business card.
A proprietary mark in three colourways — black, navy, and white — each balanced for a specific application context.
Black matte card stock with gold foil embossing. Designed for Sello Sethokga, Managing Director.
Full brand application to a Mercedes-Benz Viano fleet, with a gold tone pinstripe and mark placement system.
Black polo shirts with gold embroidery and branded caps for staff and client-facing personnel.
Executive diary with gold-foil mark and branded pen set for client gifting and executive use.
The Axelrod mark is a custom geometric form. Abstract, directional and built to read at any scale. It holds its weight on a business card, a vehicle door and a reception wall equally.
Logo variation 01
Logo variation 02
Logo variation 03
Every touchpoint was designed to feel cohesive — from the Sandton skyline to the executive reception, the brand maintains the same visual authority.
"Investing in tomorrow, building lasting value today."Axelrod Investment Group — Brand Tagline
Staff uniforms were designed to project the same premium positioning as the rest of the brand. Black polo shirts with gold-tone embroidery and branded caps for all client-facing personnel.
Business cards were printed on heavy black matte stock with gold foil embossing. The executive diary and pen set were designed as premium client gifts that extend the brand beyond the office.
