New York Stock Exchange
Repositioning the world's most visible financial brand
Overview
With the new economy and globalization at the forefront of
investors’ minds, the New York Stock Exchange was ready to
introduce its fully integrated network of technology-based products
(Network NYSE). As the world’s largest, most trusted, and reliable
exchange, the NYSE held a very well-defined leadership position in
the marketplace. However, although that space was still highly
relevant, it did not fully leverage the NYSE’s sophisticated
technological innovations and commitment to better, faster, total
customer support.
Challenge
The NYSE needed to reassert its public position as the most
efficient and technologically advanced marketplace in the world.
Landor’s challenge was to capture the NYSE’s existing equities of
global leadership, quality, integrity, and customer focus while
adding a new dimension that told the world the next generation of
the Exchange had arrived. The NYSE wanted to send a clear signal to
the marketplace that it was the leading technology and that a
spirit of continuous renewal and innovative thinking was driving
its plan for the future.
Solution
Landor crystalized the essence of the NYSE brand through the
Brand Driver™Gateway to the global marketplace. The
resulting brandmark, world gateway, captures the best of the NYSE’s
strong and solid past while positioning the Exchange as a
forward-thinking entity. This design came to life both in print and
electronic formats through use of the core signature as a canvas
for a multitude of images that reflected the versatility, speed,
and dynamism of the NYSE—the world’s market of choice.