NEW YORK STOCK EXCHANGE: A technology upgrade

A use of identity, by a leader

New: Logo with 'World Portal' symbol

Launched: October 5, 2000

Story in brief:
This is NYSE's response to NASDAQ's efforts to steal the 'hi-tech exchange' position: the intent, 'We are Network NYSE; more complex, ten times the volume, bulletproof and world class.'

Credits:
C.E.O. - Richard Grasso
Identity design - Landor Associates

First Impressions:
The square-cornered 'blue chip' is indeed impactful, with a certain minimalistic strength. But it's 'portal' meaning is not immediately evident; perhaps the fade effect is too subtle (yet the strength is in its darkness).

Curiously, the design intent of the old NYSE (by Gene Grossman, circa 1984) was the same, to signal cutting-edge technology. How quickly the cutting edge dulls!