AXEL
Move on your axis.
The split disc: a circle cut by a single diagonal — the axis a body turns on.
The split disc: a circle cut by a single diagonal — the axis a body turns on. It is the brand wherever there is no room for a word: the chest, the heel, the zip pull.
Syne at 800, set wide and tight — letters almost touching, the way a garment sits on the…
Syne at 800, set wide and tight — letters almost touching, the way a garment sits on the body. Never tracked out, never outlined, never in more than one colour.
Pitch is the brand — on the sole, the zip, the drop number, and as a full field when the…
Pitch is the brand — on the sole, the zip, the drop number, and as a full field when the brand needs to be seen from across a street. Cobalt is the sky it is photographed against. Signal orange is heat: used once, small. Carbon and Paper carry type.
Syne
Geist · The quick brown fox jumps over the lazy dog. 0123456789
Syne for the name and for headlines, set large and short.
Syne for the name and for headlines, set large and short. Geist for everything measured: sizes, weights, times, prices. Nothing in between.
Sport as energy, not as armour.
Sport as energy, not as armour. Shot from below against saturated open sky, mid-air at the top of the jump, or at night with direct flash and film grain. Real colour: volt, cobalt sky, orange track. Candid faces, real joy and real effort, motion blur where the body moves fastest. Never a dark gym, never a posed smile to camera, never a monochrome mood.
Fast in, exact stop.
Fast in, exact stop. Motion is a sprint start, not a float — short duration, hard ease, no bounce.
- Move on your axis.
- One colour. One idea. One drop.
- 148 grams. Three layers.
- Bonded, not stitched, where it rubs.
The whole text
AXEL speaks like a coach reading a split time: calm, exact and brief. It states what the garment does, gives the measurement, and stops.
A strict 12-column grid.
A strict 12-column grid. Photographs sit inside the columns with a clean margin around them, one image at a time; text aligns to the same columns.
Geometric, 2-unit strokes on a 24 grid, cut at 45 degrees like the symbol: distance, pace, layer, weather…
The whole text
Geometric, 2-unit strokes on a 24 grid, cut at 45 degrees like the symbol: distance, pace, layer, weather, weight.
Make the garments in matte technical nylon, bond the seams, and fit brushed steel hardware.
The whole text
Make the garments in matte technical nylon, bond the seams, and fit brushed steel hardware. Print on heavy black card. Keep every surface matte: nothing is glossy.
Campaign
Every frame shot for AXEL, in the art direction the book describes.
In use
The mark on real things: packaging, signage, merchandise and the places the brand has to survive.
Brand book
Not a PDF of this page: the book renders from the same fields, and changes the moment any of them do.
Open the brand book →