Axiom Design Partners

We’re delighted to introduce you to the new look SWG.

SWG is a multi-disciplined Engineering, Construction and Maintenance group servicing the resources and energy sectors in Australia, South East Asia and Africa. SWG is wholly owned by Programmed Maintenance Group, an Australian publically listed company with revenue over $1B and employing more than 12,000 personnel through Australia, New Zealand and the United Kingdom.

Well, it’s certainly been one hell of a big year. We were privileged to a host of interesting and challenging new projects and welcomed several new clients to Axiom.

A diverse array of re-brands, the creation of some new brands and management of existing ones, this year we had the architectural, communications, engineering, financial, mining, property and solar energy sectors covered.

We also undertook a range of exciting signage projects for iconic Perth projects such as Century City, Fremantle Prison, Kings Park and the Royal Flying Doctor Service.

Axiom recently developed a new identity for the sustainable energy investment firm EMC Solar.

We previously developed an identity for EMC Microcaps, a pooled development fund and the Directors were launching a new venture, named EMC Solar and wished to leverage off the existing brand equity of EMC Microcaps.

OK – so you’re an internet service provider and you need new offices – they must be spacious, they must be climatically stable, back-up power from an ex-German submarine would be handy – and most importantly the building should be able to withstand a hydrogen bomb blast – what do you look for?

Here’s a bit of fun that any self respecting professional graphic designer should score highly at.

The Arial or Helvetica Quiz

I was going to indulge in a very lengthy diatribe about the use of Arial in design and why we INSIST that Helvetica is the correct choice when talking all things typographic.

Well, its that time of year again where you’ll walk around town and from time to time feel as though you’ve been transported onto a bad 70’s porn set. Yes, its Movember!

Movember (the month formerly known as November) is an annual charity event held during November with proceeds supporting mens health issues -  Prostate Cancer and Depression.

At Axiom – we have seen applied at one time or another and occasionally all twelve at once – all of the following causes of bad brand advertising and bad brand design.

This list was compiled by Branding Strategy Insider and quite succinctly spells out the top 12 causes likely to result in bad brand advertising:

This one goes out to all the news editors, journos, marketers, PR consultants, bloggers and alike who are spruiking, reviewing, critiquing, denigrating, vilifying or whatever an organisations corporate identity or brand.

Stop writing about it and show us the bloody thing.

I’ve never been a fan of heavy metal music – but a do like those that appreciate the value and impact a strong brand can deliver.

In that respect – I am now a bona fide, head-banging Metallica fan.

The Fremantle Prison is one of Western Australia’s premier heritage sites, centrally located in the heart of the port city of Fremantle. The Prison was built by convicts in the 1850s and was closed as a place of incarceration in 1991 after 136 years of continuous use. It was opened to the public in 1992 as a tourist site and in recognition of its heritage value.

Axiom Design Partners will be serving out a 2-year term with Fremantle Prison, charged with being the most suitably qualified design firm to develop an integrated wayfinding signage system and comprehensive interpretive graphics installations at this heritage listed site, in preparation for possible World Heritage listing in 2010.