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.
Axis Mundi logo, Fruit of the Loom style
Another Axis Mundi logo
Brand announcement poster
Different colored logos had different rules for usage – see brand guidelines below for details
Illustrations for an Axis Mundi contribution in Tank Magazine