Apax is a private equity firm who unlock the potential of ambitious entrepreneurs.

The new Apax logo is a shorthand for the brand - it reflects Apax’s ambition to add value for it’s clients multiplying growth and opportunities. It is intentionally friendly and approachable with a human spirit.

At the core of the new logo is the ‘Spark’ symbol - a burst of energy that conveys the idea of sparking ambition and possibilities. The ‘Spark’ is a made up of individual elements combining and working together. It is an active, dynamic part of the brand and can be used to express different ideas. The ‘Spark’ also introduces a new green gradient - a fresh, non corporate, digital first approach that helps Apax to stand out from the crowd.

The new logo is one part of the brand identity created to reflect Apax’s ambition to create value and accelerate growth.