NYSE Euronext today unveiled a new logo, an abstract vision of the globe that “visualizes the concept of unlocking the potential of our worldwide community," according to Euronext’s global head of marketing, Marisa Ricciardi, in a blog post.
"Our company has transformed dramatically over the course of the last five years, so we’re rolling out a new brand identity that better represents both our position today, and our direction for the future," she adds.
The vibrant blue and green colors represent “growth and optimism,” Ricciardi notes. The lighter hues, meanwhile, “convey our commitment to transparency, and the bolder colors recall our storied historical role in developing the world economy."
The new logo and visual identity was produced by Interbrand (the parent of brandchannel), with the goal of reinforcing NYSE Euronext's position as the hub of a global community. "We are a complex business operating in an increasingly competitive landscape," Ricciardi said about their collaboration. "With expert guidance and creativity, Interbrand has provided our brand with a renewed vigor and presence for the future."
Cassidy Morgan, CEO of Interbrand Central and Eastern Europe, added in a press release that "The objective of bringing diverse markets together truly inspired us and the result is a unique visual system that advances the strategic vision of this global leader."
The previous, blue-hued logo was symbolic of the merger between NYSE Group and Euronext back in 2007, as Marketwatch commented on the new brand identity, which was also a top story on CNBC today.
“Development of the new logo and look began some time ago and was put on hold during the NYSE Euronext-Deutsche Boerse merger discussions,” according to NYSE Euronext's press release. “Now NYSE Euronext is moving on, enabling customers to reach across oceans and asset classes, a strategy most recently articulated at the company's Investor Day last month.”
The NYSE Euronext-Deutsche Boerse merger discussions were terminated in February, and now it's a new day. As Ricciardi elaborates in her blog post, "Our brand identity has always changed over time to reflect our evolving company, and now we’ve literally outgrown our previous icon – two portals symbolizing the merger of NYSE Group and Euronext in 2007." (That blue logo can be seen at right.) She adds,
While we respect our rich tradition, we’re not bound by it. We trace our roots to the very first financial markets in Amsterdam in the early 1600s and the founding of the New Stock Exchange in 1792. From helping to finance the first global trading to the Industrial Revolution and Information Age, we have always connected companies, capital and ideas. Doing so today is more important than ever, and our listed issuers lead the world in capital raised through initial public offerings.
Today, our industry-leading liquidity centers, global clearing plans and the growth of NYSE Liffe U.S. are just three of the many signs that we will continue innovating ways to serve the community.
The press release further elaborates on how new logo will help NYSE Euronext stand out in an increasingly competitive landscape:
The greens of the new look differentiate NYSE Euronext from the logos of other exchange groups as well as the banks and broker dealers that are both customers and competitors. It’s also a fitting choice in that NYSE Euronext is the first and only global exchange group to be carbon neutral. The new fonts – Akko, DIN and Calibri – have been selected to be more environmentally friendly, known for using little ink and paper.
The new look also reflects the vibrant energy and global composition of NYSE Euronext’s workforce. The company’s employees have a strong record of community engagement, through volunteering time and resources to charitable organizations around the world as well as working the community strategy every day through the company’s “ICE-T” values: Innovating with Purpose; Collaborating Productively; Engaging with Clients; and Thinking Broadly.
The new visual identity can now be seen on the NYSE Euronext website at nyx.com, where the new green-and-blue color palette is complimented by striking black and white imagery to reinforce the organization's heritage and trusted position, as Interbrand notes — the second image below shows the brand's new interactive timeline:
The new branding is being promoted on social media via the NYSE Euronext digital touchpoints on Facebook, Twitter (hashtag: #BrandNewNYX) and Pinterest. (That's right, Pinterest — just one mark of how times have changed since the previous logo was unveiled in 2007.)
The relaunched identity was celebrated this morning with bell-ringing ceremonies at NYSE Euronext exchanges and events in Lisbon, Amsterdam, Brussels, Paris, along with a closing bell ceremony in New York, where the trading floor was rebranded over the weekend before being unveiled this morning, as you can see below: