An evolution in financial branding?

Recently NYSE Euronext (holding company for the New York Stock Exchange) unveiled a new brand identity that “evokes an organization with both a strong vision and rich heritage, positioned to pursue our growth strategy empowering the world’s capital market community to innovate and collaborate”, according to their SVP of Global Marketing. It’s an interesting evolution for a financial services brand. While it sticks to the blue and green color palette that most financial services brands don’t deviate from, it expands the palette to warmer blue and green hues and utilizes a different type of icon that’s more modern and abstract than often seen in the industry.

Will other financial brands follow suit? It will be interesting to see how they might evolve as the industry continues to shift.