Branding: Africa Exchange Holdings (AFEX)
Africa Exchange Holdings (AFEX) is a transformational project, establishing commodity and securities exchanges in sub-Saharan Africa. East Africa Exchange (EAX) is a subsidiary of AFEX that works in several African countries. The parent AFEX logo was developed taking into consideration an EAX logo and other possible logos in other markets for use in the future. The design needed to convey strength and stability. An upward arrow was used in the logo to reflect the trading element of the company and the positive outlook for the future, a symbol of Africa on the rise.