NYSE Rebrand of an Iconic Institution
While the New York Stock Exchange is the most prominent exchange on earth, hardly anyone realized that it is actually part of ICE. Our challenge was to connect the NYSE back to the parent company while simultaneously modernizing the brand, moving away from the building itself toward a more modern, relevant, technology fueled company.
We started with a new logo and design system that positions the NYSE as a cornerstone of ICE. In moving away from the classic logo meant to evoke the NYSE building, we were able to take focus off the floor itself, to tell a new story centered around what the exchange does: connect businesses to opportunity.