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The Chicago Stock Exchange (CHX) is pleased to announce the launch of its new corporate identity, complete with a redesigned website, Exchange logo and Tag - Trade On. The new brand identity reflects CHX's evolution from a member owned regional securities exchange to a streamlined, national and technology driven market.
In the new logo, CHX retained but reinterpreted master architect Louis Sullivan's inspired "Arch" that has served as the main component of its logo for years. The arch is a representation of the one that adorned the entrance of the original Sullivandesigned Chicago Stock Exchange built in 1894*. The new logo also emphasizes its acronym, CHX, since its participants can now trade from anywhere in the country instead of being contained to the Exchange's trading floor in Chicago's "Loop."
A key component of the new identity, www.CHX.com will allow CHX participants to easily access important Exchange information such as traded issues, trading updates, system status, exchange notices as well as CHX rules and governance information.
Along with the new website, CHX has overhauled the Exchange's identity materials, complete with a companion digital and print advertising campaign. The new, refreshed logo and accompanying treatments convey CHX's commitment to provide essential services to the equities trading community.
Dave Herron, CHX CEO said, "Over the last few years, the CHX has re-engineered our rules and technology to insure that we will continue to be a vital participant in the national market system for years to come. Our new look is an expression of our desire to provide state of the art service and execution in a simple, user friendly environment."
*The Trading Room from the Chicago Stock Exchange was removed intact prior to the building's demolition and was subsequently restored in the Art Institute of Chicago in 1977; the entryway arch stands outside on the northeast corner of the AIC site.
Pivot Design (pivotdesign.com) was the agency spearheading the re-brand.
