NYSE

Pathways to Public
The New York Stock Exchange is the largest, most famous, most important financial exchange on Earth. Yet hardly anyone realizes that the NYSE is also a segment of the global ICE network. One of the most challenging elements of our ICE rebrand was the simultaneous rebrand of the NYSE, connecting it—for the very first time—to the parent company.

The NYSE already had a famous logo. While it once made eminent sense to evoke the physical exchange building in New York, the logo now needed to reflect ICE’s status as a global data and technology company.

Our Role

Strategy, Positioning, Design Systems, Campaign Development, Motion, Activation

Bespoke Typography

The customized font features a uniquely angled lowercase “e” that adds a playful and personal element, contrasting with the strength of the other letters.

Cornerstone of Connection

Moving away from the physical building, the new NYSE logo reflects its true status as a modern hub of opportunity. The logo also connects the Exchange to its parent brand by incorporating the graphic "cornerstone" and small “e” elements from the ICE logo.

Building Pathways

Transforming the blue “cornerstone” into a dynamic connecting line symbolized the strength and reach of NYSE’s ability to create pathways to opportunity.