It’s Friday and time for a laugh. Granted, the appeal here is narrow, but if you’re a Gallagher or Carrot Top aficionado, you may be in for a treat. Of course that would mean you have bigger problems, but we digress. Try and read through this case study, straight from the Interbrand website, without busting a gut:
Xignux
Building a FutureBusiness Issue
Axa Corporation, owner of Conductores Monterrey and Zwan and other diverse businesses, sold its brand name to the French insurer Axa when it entered Mexico. In determining a new name, Axa wanted to conserve the equity it held in the letter X. The required change of name also presented an opportunity to renew the company’s identity.
Brand Solution
Interbrand generated proposals for suggestive and abstract names, given that a descriptive name could not cover the diversity of Axa’s commercial interests. The chosen name, Xignux, is derived from a word with many positive connotations by using “signo” (sign), with the abstract device of starting and ending with the letter X. The visual identity communicates the dynamism of the group’s businesses as well as the synergies between them.
“…conserve the equity it held in the letter X”, now that’s funny!
Which reminds us, “A duck walks into a pharmacy and asks for a three-pack of Certance for the weekend…”