Axi Refreshed Brand Identity With New Website 

What does a broker need to do to stay relevant as traders move across increasingly diverse markets? For Axi, the answer is a refreshed brand identity designed to bring greater consistency to its global trader experience.

Axi has announced the launch of its updated brand identity alongside a new website featuring a redesigned visual system. The broker said the refresh represents an evolution of its existing identity rather than a complete departure, with its familiar logo retained and signature red continuing to play a central role.

The updated system introduces refined typography, a sharper design language and a globally scalable character system intended to reflect the different markets and trading communities Axi serves. The new website provides the clearest example of the refreshed identity, while the changes will also extend to Axi’s wider product ecosystem, including its mobile app and client portal.

Axi Refreshed Brand Identity With New Website 

For traders, the update means a more consistent visual experience across the platforms and services they use. Axi operates across multiple regions and provides access to markets including forex, stocks, indices, commodities and cryptocurrencies.

The refresh also covers Axi Select, the broker’s capital allocation programme for qualifying traders. The programme uses a six-stage progression model, beginning with the Seed stage and potentially advancing to professional-level funding of up to $1 million in Axi capital.

According to Axi, more than 55,000 traders are already participating in the programme. The updated visual identity gives Axi Select a sharper appearance while maintaining its focus on traders seeking a structured route toward larger trading capital.

Julie Sharova, Global Head of Marketing at Axi, said the company wanted to modernise the brand while preserving the elements that make it recognisable.

She added that Axi aimed to create an identity that could remain “globally consistent and locally connected” while becoming more modern and relatable to different audiences.

The brand refresh comes as brokers increasingly compete not only on trading conditions and market access but also on the overall digital experience offered to traders. For Axi, the latest update positions its visual identity, website and wider platform ecosystem around that broader trader experience.

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