Empowering free decisions.

With more than 16,000 people in 40 countries, Axel Springer is a global media and technology company built on the vision to empower people to make free decisions with independently researched information. This applies to both its strong media brands as well as its classifieds portals.

As Europe’s leading digital publisher, Axel Springer has been building up a fast-growing digital portfolio, driven by a strategy of establishing content and classifieds as successful business models for the digital world.

We worked with the Axel Springer team to create a sharpened brand positioning that reflects its forward-thinking transformative attitude and business strategy.

We took inspiration from the company founder's belief in the vital role of freedom for democracy and the rule of law. Working closely with the leadership and communications team, together we developed the brand vision: We Empower Free Decisions.

The sharpened positioning is reflected by the new corporate design: the logo now has a digital, animated form, supported by the ‘underscore’ and ‘impulse’ graphic elements to symbolize the company’s digital form and its forward momentum.

The design is creative and rebellious – which expresses the two essential aspects of freedom that Axel Springer stands for. The new brand was given a distinctive voice – with an innovative sound identity developed by the Berlin-based audio and motion-design agency, why do birds. The German speech melody (intonation) of Axel Springer’s own voice was used to create a sound impulse connecting the modern company with its pioneering founder.

The new Axel Springer brand will start rolling out in May.

“We want to express our rapid transformation into a thoroughly digital media and technology company through our visual image as well. But it’s not just about launching a new look with a modernized corporate design; above all it’s about our purpose, which we continue to see as the company’s mission.”

CEO Axel Springer