AXE is a French brand founded by the British-Dutch company Unilever. He presents a line of care products for men: shampoos, shower gels, antiperspirants, deodorants, body sprays. It entered the US market in 2002, although it appeared much earlier – in 1983. In China, New Zealand, Australia, Ireland, and the UK, Lynx is known.
Meaning and History
The brand had four logos with different designs. The only thing that unites them is the strict and minimalistic inscription “AXE.”
1983 – 1999
The first version of the emblem is elegant. “A” and “E” are formed by smooth semicircular lines. “X” consists of two diagonal stripes of equal length and thickness. The streamlined lettering emphasizes the absence of serifs and other decorative elements.
This logo is notable for the fact that the connecting stroke of “A” is too short. It “hangs in the air” because it doesn’t reach the left side of the letter. The color palette is standard: black is used as the main one, and white is used as the background.
The font remains the same – only small details have changed. The printed characters now have angles that were not on the emblem of 1983. The proportions have changed insignificantly: it seems that the inscription is compressed in a horizontal plane. The center stroke of the “E” is shortened. The color used for the decoration is gray with black outlines on the inside. Dark shadows give the image a subtle 3D effect.
2007 – 2014
In 2007, the designers redesigned the logo again. They abandoned the semicircular lines “A” and “E,” giving them a rectangular shape. Regardless, the letters remained streamlined thanks to the rounded corners. The developers also lengthened the horizontal strokes at the “A” and “E” to achieve harmonious proportions.
As for the design, it has become more original. Now the inscription is not just one-color – a double outline surrounds it. Each printable character is first outlined with a white stripe and then framed in black.
The company’s advertising motto was sometimes added to the existing logo: “The AXE Effect.” But the augmented version was rare and was used in exceptional cases.
2014 – 2016
In 2014, the logo’s font did not change much, and on the products, the new company logo appeared more against a dark background. Moreover, the inscription itself was made in a strongly contrasting color. At the “X,” the lower right leg has been split to give the logo a modern, masculine feel.
2016 – present
The final redesign of the logo took place in 2016. This time, graphic artists paid attention to the letter “X.” They gave it a unique shape, slightly curving at the ends. Other changes were made to the color scheme. The word turned white, and the outline widened and black.
Around the same time, the Lynx brand’s current logo – the “twin” of AXE, appeared. Its name is written in a similar style: printed characters look original due to the rounded corners.
Font and Colors of the Emblem
Since the inception of the AXE logo, it has gone through several major redesigns. The first one touched an additional line – a shadow, which gradually turned into a stroke. The second touched on the letters’ shape: after many years of existence in the form of streamlined symbols, they became sharper and more geometric. Therefore, the modern version contains all the changes noted: the edging strip along the perimeter of the signs and strict angularity combined with smooth transitions. The developers have removed explicit rounding.
There is no standard typeface in the emblem – it is individual, designed specifically for this trademark. There are also some similarities with fonts from the Sans Serif category, particularly the grotesque and lack of serifs. Each letter is outlined around the perimeter with a thin line, so it looks hollow.
The color palette of the inscription is monochrome. The common version contains white characters on a white background; the commercial version contains black characters on a black background. They look like the original and its negative print. Simultaneously, the edging of the letters is also mirror-opposite: light on a dark substrate and vice versa.