How & How bring tranquillity to trading with their identity for global ETF platform Trackinsight
Working across the USA, Europe and Asia, Trackinsight is a global platform for exchange traded funds (ETFs), providing a safe investment environment in a world of volatility and uncertainty. Existing within a somewhat stuffy and unapproachable industry, Trackinsight turned to London and Lisbon-based design studio How & How for their new identity with the aim of setting them apart from their competitors via an engaging, sympathetic and uncomplicated tone more akin to the cultural sectors than the financial.
Quite literally cutting through the noise, the identity exudes gentle tranquillity contrary to the world of trading, utilising the notions of focus and noise as a graphic device to showcase how the brand operates; making clear what is convoluted. “The gradients were made to convey the confusion and noise of a person trying to navigate their way around over 6,000 different ETFs,” How & How’s founder Cat How explains, “so they act as a graphic representation of stress and anxiety,” however doing so in a way that is inviting rather than stressful. This is achieved through colourful, enticing and serene kinetic gradients that organically engage with one another.
Working alongside an incredibly striking and aesthetically confident typographic system, the brand employs a bespoke logotype whose razor-sharp tittles and acute construction further highlights the commitment to focus that Trackinsight has, as well as referencing the semi-circular lenses of reading glasses. Using Displaay Type Foundry’s Reckless Neue as a basis for the logotype, How explains how the typeface is the superlative for the brand, noting “it has the perfect blend of a sage, editorial and contemporary feel.”
This custom mark is paired with Klim Type Foundry’s Founders Grotesk, not only providing a typographically sturdy foundation for the identity to sit on, but also making contextual reference to, and an aesthetic tone informed by, Trackinsight’s partnership with the Financial Times. In doing so the approachable brand doesn’t simply cement itself in an editorial, sophisticated space, but also provides a perfect balance of friendliness and sincerity comparable to Trackinsight itself.