AZEK Corporate Identity

AZEK's corporate identity has gradually evolved in the course of its history. Its development has always been closely linked with that of its parent company, the Swiss Financial Analysts Association SFAA.

The evolution of AZEK's logo

since 2007

2002-2006

before that

At the beginning

The images used by AZEK

The images used by AZEK are similar to those used by its parent company, SFAA, and depict the education of experts in finance professionals in a radically new way: abstract, lively and emotional. They are supposed to stimulate thought and reflection - to communicate the intellectual challenge of completing a course. They are intended to be interpreted and thrive on blur of motion; the play of light and shade creates contrasts and generates suspense.

© AZEK. Photographer: Frank Schweitzer, www.fschweitzer.ch

To transform abstraction back into reality, these images, when deployed in the media, are supplemented by real business images. Here is an example:

These new images have been designed and created by Frank Schweitzer. He has his own graphics atelier in Oberengstringen ZH and specialises in corporate design projects. He formerly worked for Interbrand Zintzmeyer & Lux, one of the leading corporate identity agencies.