Nasdaq is a global provider of financial technology and intelligence. Since the company’s founding in 1971, its portfolio of offerings has expanded well beyond its innovative origin as the world’s first electronic stock market.
In early 2013, the Nasdaq OMX Group engaged ADK and Infinia Group to develop a corporate brand story, brand architecture, core messaging, and visual identity. The first step was to structure a global quantitative internal and consumer research study. Fielded by Greenwich Associates, the insights from the study informed the creation of the brand platform.
The Nasdaq Performance Signature logo—the most visible change in its brand—uses the rich symbolism of a ribbon to convey the company’s focus on working together with ambitious individuals and institutions to enhance and sustain their performance. The identity connects the needs and goals of consumers with the diverse strengths and broad capabilities of today’s Nasdaq.