ETF is the world’s leading independent authority on exchange-traded funds. They offer financial investors access to the best ETF data, ratings, analysis, and news available.
I developed the ETF branding from the ground up when IndexUniverse decided to rebrand. They pride themselves on having the cleanest data in the industry, and this guided the brand development. The logo communicates the ideas of being clean, pure, and having on target data. In addition, the logo projects an element of approachability which reflects the company's mission to inform and empower investors. The supporting dot pattern graphics were derived from financial regression charts and reflect that the heart of the company is data-driven. The dot patterns express the "uneven-ness" of real data and the energy of market trading.
I oversaw the successful implementation of the branding company wide with the aid of a production designer. Website traffic, event attendance, and publication subscriptions all saw steady growth post rebrand.
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