NEW DELHI: Axis Max Life Insurance Ltd. formerly known as Max Life Insurance Company Ltd. (“Axis Max Life”/ “Company”), has announced the inclusion of ‘Axis’ in its corporate name following the Corporate & Regulatory approvals.
Additionally, the Company has been rebranded to Axis Max Life Insurance, marking a pivotal milestone in its brand evolution. The integration of two trusted names in the financial services sector will empower the Company to achieve its long-term growth aspirations through strategic expansion beyond metros and tier 1 cities.
The refreshed brand identity is reflected in a new logo through the inclusion of Axis’s iconic ‘A’ and burgundy shade.
The refreshed brand identity, including the new corporate name and logo, is the result of comprehensive marketing research with key stakeholders.
The predominant Blue symbolizes trust, responsibility, loyalty, and calmness while the incorporation of Burgundy reflects a distinctive character, modern appeal and forward-thinking approach.
Furthermore, the visual integration of “Axis” and “Max” in the refreshed brand identity conveys enhanced trust in the brand, encapsulating the spirit of Double Bharosa (enhanced trust).