2013 REBRAND 100 > merit|
Industry/Sector/Keywords: Financial Services, Investments, Brokerages, Stock Exchanges, Trading, Advisory Services
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NYSE Euronext - www.rebrand.com/nyseeuronext-images
In a highly competitive, accelerated space, market exchanges like NYSE Euronext are under increasing scrutiny. Global market turmoil, media attention and the clamor for instant information all intensify competition and the need for differentiation.
The 2007 merger of NYSE and Euronext resulted in the world’s first cross-border exchange group. Its leaders recognized that to stay relevant, the organization must signal a game-change to the marketplace and transcend a legacy-versus-challenger brand standoff in the sector. To attract clients from competitors, NYSE Euronext needed to realize its vision to redefine exchange and lead an industry evolution.
We fashioned an authentic, differentiating creative platform to position NYSE Euronext as the hub of a global community. The one that empowers capital markets to innovate and collaborate, driving business and opportunity, unified in “Unlocking the World’s Potential.” Inspired by this objective, we developed a brand strategy to support a new visual language to advance the exchange’s strategic vision.
At its core is a dynamic logo that expresses collaboration and growth in a flexible, globally relatable graphic language. The animated logo emanates energy while reflecting diverse elements joining to create a point of interaction and activity. Striking black-and-white imagery conveys heritage and trust. The blue and green color palette communicates growth and optimism, while uncommonly light hues convey commitment to transparency.
The synchronized global launch was on May 14th, 2012. The successful rebranding of the trading floor, and the redefinition of its iconic place in NYSE Euronext has signaled to its 30,000 global employees and its 2,459 operating companies that its focus on global collaboration truly is unlocking the world’s potential.
Client: NYSE Euronext - www.nyx.com
Brand Strategists/Designers - Agency: Interbrand - www.interbrand.com
Chief Creative Officer: Andy Payne
Executive Creative Director: Chris Campbell
Creative Director: Jason Brown
Senior Designer: Rosnan Tiongson
Director, Verbal Identity: Elisabeth Dick Oak
Associate Director, Verbal Identity: Brenda Natoli
Associate Director, Program Management: Lisbet Gutierrez
Associate Program Manager: Michelina Nigro
Director, Strategy: Helen Lowham
CEO, Central & Eastern Europe: Cassidy Morgan
Associate Director, Strategy: Dan Spiegel
Director, Brand Management Systems: Jeff Dawson
Brand Management Systems: Leslie Benzing