From an ordinary manufactor to a well known brandname

Once upon a time there was a company in Hillerstorp, Småland that manufactured mesh wall systems. But they were not the only ones. All were proficient in their own way, but the product was basically the same from one company to the next. This made customers unsure of which manufacturer to choose and why. More often than not they chose the cheapest alternative.

Axelent knew this was unsustainable in the long-term. If everything just hinged on a low price then everyone would have to work harder and earn less while looking over their shoulder in fear of another supplier overtaking them on the cheap inside lane. This crass reality was something this company wanted no part of.

In 1999, the old logo was replaced by two arrows that come together to form an X. The purpose was to symbolise the company’s speed when handling everything from incoming orders and inquiries to complete outgoing deliveries. The typeface in the logo would be in italics to emphasise the sense of speed and movement, and the black and yellow colour combination communicates caution and attention.

 Read The Story of Axelent in our book “How an X can conquer an entire world” here!

Related articles

Find more resources and Articles

Risk Assessment – The Way You Do It Counts!

We give you Axelent’s Risk Assessment Guide – free of charge on our Safety Hub!

Is it required that access doors in safety fencing always open to the outside?

For machinery this is a part of the risk assessment. Consider the following:

“Renovated” Safety Standards for Automated Warehouses and Conveyor Systems

Updated standards for automated warehouses and conveyor systems - We have the solution!

The persons behind the door

Axelent's innovation is based on good ideas and simple thinking. Join the journey and see how a n...