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Axi, a global online trading broker, has launched a refreshed brand identity, including a new website featuring an updated visual system intended to reflect the broker's position as a partner to traders across financial markets.
The company describes the update as an evolution of its existing identity rather than a departure from it. The logo retains its established form, and the brand's red colour scheme remains central to the visual language. The changes centre on the precision and cohesion with which the brand's elements are presented together.
The new visual system introduces revised typography, an updated design language, and a globally scalable character system intended to reflect the range of markets and communities that Axi serves. The updated website represents the initial rollout of the new brand. The refresh will extend across Axi's product ecosystem, with the Axi app and client portal set to carry the updated visual identity.
Axi Select, the company's capital allocation programme for qualifying traders, has also been given a refreshed visual identity as part of the update. The programme offers a six-stage progression model, providing participants with a pathway to access trading capital, from an initial Seed stage through to professional-level funding of up to $1,000,000 of Axi's capital. The programme has over 55,000 traders enrolled.
Julie Sharova, Global Head of Marketing, Axi
Julie Sharova, Global Head of Marketing, Axi said:
"A lot changed with this refresh, and that was intentional. But our DNA stays, the logo, the elements that make us us. It was about making sure our DNA speaks to more people, in more places. We wanted to feel modern and relatable across different audiences, because we believe you can be globally consistent and locally connected at the same time."
Axi operates across multiple regions, providing retail and professional traders with access to forex, stocks, indices, and commodities.
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