Here at Axis we’re thinking hard about our new visual identity, which we’ll be launching alongside our new web platform in the early part of next year. One of the things we’re also pondering is what we call ourselves.
In general, we’re somewhat dubious about the wisdom of re-brands. Remember Consignia, the disastrous re-branding of our much-loved Royal Mail? We certainly don’t want to go down that route. So, whatever happens, we won’t be calling ourselves something completely different.