Founded in 2008, Global X is a sponsor of exchange-traded funds (ETFs). From their NYC headquarters, they offer more than 40 funds across the world. We were engaged to help them revitalize their brand.
We created a brand identity that spoke less about the broad idea of global exchange and more specifically to the company’s ability to nimbly traverse new ground and offer access to thoughtful, unique investments. The new symbol references a cartographer’s compass, which speaks to the guidance of their clients to unexplored and intelligent solutions. The symbol can also be found seamlessly integrated into the logotype as the X in the name. Subtle topographic patterns and custom iconography were also created for use throughout the system.