Axis Mundi
Axis Mundi is a semiotics agency in Brighton, UK, run by Kouroush and Rosie. Since they work with semiotics, I proposed five symbols with open meanings as the center of their identity, all of which are yet to become something and carry some potential (wood can be kinetic energy, rock a construction element, dough can turn into food…). Still-life photographs of these objects are used as the logo, paired with a simple color system, custom and serif typography. Fun fact: I also designed their wedding invitation.
![](https://images.ctfassets.net/mxekiq8jl6uh/lMCjZLjKDLrX8GBvhmnNL/b49e451ec2382ba0e5335937e63d654b/Axis-mundi_15.jpg?w=3500&h=2333&fl=progressive&q=75&fm=jpg)
Axis Mundi logo, Fruit of the Loom style
![](https://images.ctfassets.net/mxekiq8jl6uh/6sPaEpO4pcfJa7sd1lykYx/dcff0bc905c1d665824ae8be888f762c/Axis-mundi_10.jpg?w=4000&h=545&fl=progressive&q=75&fm=jpg)
Another Axis Mundi logo
![](https://images.ctfassets.net/mxekiq8jl6uh/5Zgm2TDmQFjrMnQcnJ0Y5G/10101ca17f0edf2d210cedc709af24d3/Axis-mundi_11.jpg?w=2109&h=3000&fl=progressive&q=75&fm=jpg)
Brand announcement poster
![Good business logo](https://images.ctfassets.net/mxekiq8jl6uh/160NgQXgqb3kLfRFRgI7Hp/8cff8c4b72cf6d03412b0a2940723ebd/Axis-mundi_3.jpg?w=1200&h=1200&fl=progressive&q=75&fm=jpg)
![Bad business logo](https://images.ctfassets.net/mxekiq8jl6uh/7vpO6TFOX9nWtCDpsKp2Qm/4c143d8c5fa9387052c326679afc2e92/Axis-mundi_1.jpg?w=1200&h=1200&fl=progressive&q=75&fm=jpg)
![](https://images.ctfassets.net/mxekiq8jl6uh/ndPMz3ZffsERnAjXGIiDY/48b57be5854ba37e0dcb6190edde2c3c/Axis-mundi_4.jpg?w=1200&h=1200&fl=progressive&q=75&fm=jpg)
![](https://images.ctfassets.net/mxekiq8jl6uh/2ahadP2lc85fn6DfcxZ8S1/b77d3b73d954975bd3b4df515f33e8e9/Axis-mundi_2.jpg?w=1200&h=1200&fl=progressive&q=75&fm=jpg)
Different colored logos had different rules for usage – see brand guidelines below for details
![](https://images.ctfassets.net/mxekiq8jl6uh/1aUYixG2gmnHJbPl8qwvJn/56640b8869f57dbbd46332c58dbcb6ce/Axis-mundi_9.jpg?w=1768&h=2500&fl=progressive&q=75&fm=jpg)
![](https://images.ctfassets.net/mxekiq8jl6uh/5c3gQR9W9RuU1O8WZibMrv/fbf1d65ac3e281f82158bc488aab96b7/Axis-mundi_8.jpg?w=1768&h=2500&fl=progressive&q=75&fm=jpg)
Printed matter
![](https://images.ctfassets.net/mxekiq8jl6uh/1CofN1jTr7WpsavOujUL9S/3d623ba1ddbf90b2d7415f23f701583a/Axis-mundi_5.jpg?w=1000&h=647&fl=progressive&q=75&fm=jpg)
![](https://images.ctfassets.net/mxekiq8jl6uh/5M1rhtfkoHKIXci3tgirmz/5b77586e163eb322113f5195c23e1592/Axis-mundi_6.jpg?w=1000&h=647&fl=progressive&q=75&fm=jpg)
Business cards
![](https://images.ctfassets.net/mxekiq8jl6uh/1tWltF9MAX1kXMp4LgKEux/84fe9617aa9cd215621fbf7008cf7dbc/Axis-mundi_20.jpg?w=3000&h=2018&fl=progressive&q=75&fm=jpg)
![](https://images.ctfassets.net/mxekiq8jl6uh/3FkyGmqLEJG6L58UJqQ6ii/f9f98a60c45b645be975c0b0534b8412/Axis-mundi_19.jpg?w=3000&h=2018&fl=progressive&q=75&fm=jpg)
Illustrations for an Axis Mundi contribution in Tank Magazine
![](https://images.ctfassets.net/mxekiq8jl6uh/1x2vnlkyiKjJ2XVAL49FiX/d0143939272dc5a1c65edb04dbbaeb13/Axis-mundi_7.jpg?w=2319&h=3000&fl=progressive&q=75&fm=jpg)
Brand Guidelines