As a result of selling its hybrid voice broking and information business to Tullett Prebon, ICAP plc required a new brand name and corporate identity, as the ICAP brand would transfer with the sale. NEX is a global financial markets operator and provider of post trade risk mitigation and information services.
We were asked to interrogate the brand positioning of the new business and develop a brand name and an identity for the new, ‘fintech’ company. The brief was for a name that reflected a number of key attributes including the culture of the new company – fast, agile, innovative and the way it is organised – lean, efficient, growing.
The brand name needed to be short, memorable and if possible, on implementation, convey an idea. The success of the company will be based on its continued ability to anticipate change, and to develop infrastructure and services to help clients make the most of opportunities resulting from change. It also needed to be available as a web domain.
The brand naming that we proposed focused on the future and represented a major departure from previous branding. Many alternatives were developed and assessed. The NEX name contained a number of ideas that could, during implementation, be worked through into campaign themes and brand messaging – being ready for what’s next, operating as an exchange, extending reach globally, market connections etc.
In developing the brand identity, we agreed that the name was so strong and characterful, that the identity should make the most of it, as opposed to add symbols and additional elements. The logo is very different from many others in the sector and benefits from a unique form which is contemporary without being ‘fashionable’. It is at the centre of an identity implementation that supports use across digital and physical media, including the user interfaces of Nex’s products and platforms.
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