Axima: We unified the visual identity of three divisions with a single brand manual

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AXIMA is a Czech company that was established in 1991 and has gradually grown into a firm that operates at the forefront of industrial electrical engineering and automation. Today, it stands on three specialized divisions: Solutions (electrical solutions and components), Power (development and production of power supplies and chargers), and Automation (process automation and electromagnetic systems).

Each division operated largely independently, and it was necessary to better anchor the visual style across the entire brand. AXIMA already had a brand manual, but over time it became clear that some parts needed to be refined, supplemented, and updated to facilitate their use in everyday outputs. Therefore, the goal was not to redesign the websites, but to create a solid foundation: a brand manual that unifies the rules and provides the brand with a clear direction across divisions and materials.

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Initial State

The historically created brand manual needed to be updated and modernized.
Each division had its own style and customs.
Differences were evident in common materials such as business cards, presentations, or email signatures.
Typography was not unified and often what was available was used.

Our Solution

We built upon the original manual, verified the rules with the client, and adjusted them for today's needs.
We simplified the rules and gave them a light facelift to ensure they are easy to use in practice.
We transferred the brand manual into Figma and divided it into clear sections with a menu for quick navigation.
We finalized the color scheme and logo usage, including variations, construction, and protective zones.
We created unified brand elements (patterns, pictograms, icons, favicon) to ensure the visual language is consistent across divisions.
We standardized the typography (primary font Aptos, secondary Proxima) and added printed materials and templates (business cards, letterhead, signature, presentations, name tags).

The goal was not to redesign websites, but to establish a solid foundation: a brand manual that can be consistently maintained across divisions.

At the beginning, we set up a unified system

First, we revisited the original manual and verified what still makes sense and what no longer aligns with reality. We built upon what worked. The rest was adjusted, clarified, and supplemented so that the rules were not just "stored somewhere," but could be used in creating presentations, templates, and other materials.

We transferred the brand manual to Figma for easy navigation

A PDF manual is opened once. Maybe twice. However, you need to have visual rules at hand all the time. When dealing with a logo on a background, an email signature, or a presentation template, you don't want to search through a lengthy document. You want it to be quick and clear.

That's why we processed the brand manual in Figma, which allowed us to create an interactive material. We created a menu through which the client can easily navigate to specific sections of the document. We divided the manual into chapters based on what is most commonly addressed in companies:

Color scheme
Logotype
Elements
Typography
Print materials

We have defined colors and their usage

Colors are the first thing that starts to diverge subtly within companies. It only takes for each person to reach for a slightly different shade of blue, and in a few months, materials that hardly match are lying next to each other.

That’s why we clearly established the color palette and usage rules in the brand manual. We described the typical color gradient to ensure it is always clear when and how to use it.

We have set clear rules for the logo

The logo is the most common source of minor mistakes. Sometimes it appears on an inappropriate background, other times in a different variant, and yet again without space around it. And if the company has three divisions, this multiplies.

That is exactly why we have unified and described:

the basic logo,
logos with the division name,
color and black-and-white variants,
the protective zone,
construction and proportions.

Each part is addressed to be understandable even for someone who uses the logo only occasionally.

Working with PUXdesign was very pleasant; it was an open, enjoyable, and constructive collaboration. I appreciated their ability to listen to our needs while also bringing their own ideas and a modern perspective, which made the entire process flow naturally and without complications.

The new brand manual is clear and provides us with a solid framework for our visual communication. As a result, we can work significantly better and faster across various materials and collaborations with external suppliers.

We chose PUXdesign for their attention to detail, professional approach, and ability to deliver contemporary yet functional solutions, and we definitely do not regret this choice.

We unified the elements into one set

For the brand to appear consistent even when the logo is not dominant, it needs unified graphic elements. Therefore, we established a common foundation for the client in the form of patterns, pictograms, icons, and a favicon.

Have you not encountered these terms yet? Let's briefly explain them.

Pattern: a recurring graphic motif (such as a subtle background) that helps unify the appearance of materials.
Pictogram: a simple pictorial symbol that quickly explains something (e.g., "service," "production," "transport").
Icon: a small graphic element in an interface or document that indicates an action or function (e.g., phone, email, arrow, magnifying glass).
Favicon: a small icon of a website that you see in the browser tab next to the page title.

We aligned the typography to ensure the text looks consistent across all materials

In the brand manual, we set a clear font for everyday use: primary Aptos, secondary Proxima Nova. At the same time, we demonstrated how to use them in practice so they can be applied in documents, presentations, and templates without further interpretation.

We built the printed materials on templates that the company uses every day

Our graphic designers are truly strong in printed materials. It's not just about a nice appearance, but about designs that have a clear structure and can be used long-term. We approached other projects in the same way, for example with the Ombudsman, where we based the graphics on functional templates.

At AXIMY, this system was most evident in the materials that the company uses every day: letterhead, email signatures, or presentations. These are outputs through which the company repeatedly presents itself, thus creating the strongest brand image in everyday communication.

We set up letterhead for official communication

We designed the letterhead to be readable, clean, and well-suited for letters, contracts, and internal documents. It includes typographic rules to ensure documents maintain a consistent style.

We prepared the company signature in several language versions

The signature is a small detail that appears in every email. The manual includes a unified signature in several language variants, so email communication appears polished and consistent.

We converted presentations into a template that maintains the visual style

A presentation is a type of material that can easily fall apart without a template. AXIMA now has presentations designed to automatically work with typography, colors, and graphic elements. The result looks uniform even without graphic intervention.

We designed name tags as a system, not a one-time design

The manual also includes name tags for labeling doors and rooms. They are prepared in multiple formats with clearly defined content, making them usable in various types of spaces.

For us, it doesn't end with the logo

The logo is an important start, but it alone cannot sustain the brand. For AXIMA to appear consistent in the long term, it needed clear rules and a system to rely on every day. That’s why we created a brand manual – as a solid foundation from which everything else naturally develops: from printed materials to presentations and other visual outputs.

Are you looking for a similarly extensive and advanced solution for your business? Contact us!

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