1 Positioning

This approach embodies the company's commitment to meet customers' real product acquisition, installation, use and maintenance needs and at the same time ensure a smooth customer and user experience.

By focusing on essential needs and functionalities to satisfy them, Axioma Metering distinguishes itself as a company which provides straightforward, non-superfluous, effective solutions that resonate with customers' and users' need for practical usefulness and technological simplicity.

In this context, innovation efforts focus not on creating some utopian future world, but on meeting real-world needs more effectively, more durably and more easily.

Keywords

These keywords capture the qualities and characteristics of the Axioma Metering brand. They reflect the brand's tone of voice, visual expression and operating principles. The keywords can serve as a starting point, a source of inspiration, for creating internal and external communication materials and content.

Just what's needed

Real-needs innovation

Durability

Tailored

Usefulness

Real

Practical reality

Facts

Concreteness

Resilience

Functionality

Real
meaning

Here the positioning is seen as empowerment and encouragement of employees to create products with real value and impact. They can feel that their work is important and meaningful since they are contributing to solving real problems and to the welfare of the real world.

Employee perspective

For the
real world

Customer perspective

For
real needs

This is a commitment to deliver products and services that are designed around real, practical needs. We offer solutions that are not only high quality and efficient, but also easy to use and customise in a real-life setting.

2

Logo

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Primary logo

The Axioma Metering logo has one primary version.

Symbol

Used in situations where the primary logo cannot be used or where it can be clearly understood that the content is from Axioma Metering.

Exclusion zone and size

The exclusion zone specified for the logo may not contain any other graphics or text. The exclusion zone is equal to 1/3 of the height of the logo or the symbol.

The logo can vary in size but should not be smaller than indicated in these examples. The version without the word "Metering" may only be used where lack of space prevents use of the primary version of the logo.

Use on backgrounds

The logo may be placed on a variety of backgrounds, but it is important to always use a suitable version and ensure good legibility. The colour of the logo may be black or white.

These rules apply to both the logo and the symbol.

Incorrect logo use

- Don’t use an old logo version

- Don’t change the proportions

- Don’t use an unauthorized colour

- Ensure the logo is clearly legible

- Don’t change the logo typeface

- Don’t use an incorrect colour

- Don’t use an unauthorized colour

3

Colours

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There are four primary brand colours. The logo may be used in black or white. All four colours may be used for backgrounds.

4

Typography

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Primary typeface

The primary typeface is Albert Sans. Several of its font weights are used: Albert Sans Medium Title is used for titles, subtitles and numerals; Albert Sans Medium is used for ordinary text; and Albert Sans Bold is used to highlight content in ordinary text.

When for technical reasons the primary typeface cannot be used, the Arial Regular and Arial Bold system fonts should be used.