Axis (2)

The influential Beggars Banquet, whose record store chain the pair worked for.

Originally calling their label Axis, they released an initial series of four 7" singles before finding out that the name Axis was already being used by another label. Having to quickly come up with a new name, the partners noticed the following bit of typography that their graphic designer had put on a flyer announcing the Axis releases:

1980 FORWARD
1980 FWD
1984 AD
4AD

Kent left 4AD in 1980 and started another Beggars-d label, Situation Two.