NEW YORK (3 May 2016) — Landor announced that it has provided brand strategy and design services to McGraw Hill Financial for the company’s bold new brand identity as S&P Global. Landor partnered with the company to create a new name and design system that confidently marks S&P Global as the leader in delivering essential intelligence to companies, governments, and individuals.
The name S&P Global allows the company to stay true to its established brand while leveraging its rich history and leadership in providing investors and market participants with data, analytics, and benchmarks. The new master brand identity gives the company a common story and platform for its four divisions—S&P Global Ratings, S&P Global Market Intelligence, S&P Dow Jones Indices, and S&P Global Platts—and unites them under the singular focus of providing essential intelligence.
Essential intelligence also drives the look and feel of the visual identity. The singular use of black, white, and red in the S&P Global logo shows deliberate and careful consideration in the design. The bar in the logo symbolizes S&P Global’s role as the common denominator in providing essential intelligence to financial markets worldwide.
To evolve the brand strategy, Landor conducted comprehensive research in the professional financial community to find out what investors and market participants thought about the McGraw Hill Financial brand, S&P, and its competitors. Extensive analysis showed that the S&P name carries considerable clout and brand equity within the financial services space, while the name McGraw Hill was more aligned with textbook publishing.
“The McGraw Hill Financial name did not underscore the company’s vision as a leader in providing the essential intelligence needed for making financial decisions with conviction,” commented Louis Sciullo, executive director of financial services at Landor. “The S&P Global identity creates a holistic brand experience that hones in on its singular purpose of providing essential intelligence and its trusted legacy.”
“We want our brand to be recognized as an essential part of how global capital and commodities markets operate,” said Alice Cherry, VP, Global Head of Brand and Digital Strategy, S&P Global. “Landor was an excellent partner and helped us create a visual representation of how our business strategy and culture support this goal.”
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