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This is a very old entry — images are small, formatting is off.

 

Raising the Bars

Finance May. 15, 2012 by Armin

Industry / Finance Tags /

NYSE Euronext Logo, Before and After

Established in 2007, NYSE Euronext is the holding company of some of the most important and influential securities exchanges in the world, including the doubly eponymous New York Stock Exchange (NYSE) and Euronext, trading equities, futures, options, fixed-income, and exchange-traded products. With 2,993 employees and 8,000 listed issues NYSE Euronext represents “one-third of the world’s equities trading and the most liquidity of any global exchange group.” Yesterday, NYSE Euronext introduced a new identity designed by Interbrand.

NYSE Euronext

The new icon — an abstract representation of the globe — visualizes the concept of unlocking the potential of our worldwide community. Simple yet impactful, the image conveys the dynamism of NYSE Euronext’s markets, the connectedness of our community and the diversity of our people. Multiple color bars represent our broad array of product offerings, geographies and cultures, projecting a company and community in constant motion. The blue and green color palette reflects growth and optimism; the lighter hues convey our commitment to transparency, and the bolder colors recall our storied historical role in developing the world economy.
NYSE Euronext’s Brand-New Look

Brand video.

NYSE Euronext

NYSE Euronext

Upon the merger, NYSE Euronext inherited the NYSE double window logo, a mark more laden with equity than any memorable or engaging visual quality — and that logo appears as it will remain for the NYSE. The new logo goes for more visual excitement with asymmetrical, colorful bars that have an amazing range of rationalizations from forming a globe to representing offerings to portraying motion. It would be easy to call bullshit but it works. It’s exactly the kind of corporate logo that sells well in meetings and sounds excellent in press releases. You might think I’m being sarcastic — I’m not — this is a very well played logo and identity. It doesn’t mean it’s the best logo we’ve seen all year, it just means it hits the mark. The colors go from corporate blue to sustainable green, making it lovable from all belief angles, and it works well on top of the black and white photographs. Not to leave any element without critique, the type in the logo is some unobtrusive contemporary sans serif that although it doesn’t take away much attention I wish were smaller in relationship to the icon. Overall, a very appropriate redesign.

Time-lapse of the NYSE trading room floor getting decked in the new brand.

NYSE Euronext

Thanks to James I. Bowie for for first tip.

 

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

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