Our world has changed.
So have we.
Fifty years ago, Nasdaq pioneered the world’s first electronic exchange. Since then, our company has transformed. Today, we are a technology company that is redefining the capital markets.
We are evolving how we tell our story, but our central ambition—to create more inclusive markets everywhere—remains central to who we are.
Our new brand story is founded on complementary qualities or dualities that make us unique, stronger and better positioned to serve our customers and communities.
A Tech Company for People
We are driven by our purpose: to champion inclusive growth and prosperity. We help our customers unlock human potential that benefits economies and communities around the world.
Stable and Nimble
We have always been a touchstone for trust and stability. But we are dynamic too. We uncover unexpected insights and leverage technology in novel ways, connecting passion and innovation at every turn.
Grounded and Optimistic
We foster deep partnerships with our customers around the globe to help them operate and grow. But we also keep our eye on the future, with an optimism that fuels tomorrow’s possibilities.
Our go-to-market story underlines our commitment to partnership.
We have reorganized our portfolio to be more relationship- and customer-based. Rather than leading with products and services, we focus on the higher goals that we help customers achieve, highlighting our expertise and the broader, more connected solutions we offer.
Our world-leading platforms protect the integrity of global markets, open up access for people of all backgrounds to trade, empower insight-led growth, and create foundational, transformative technologies.
We Help Our Customers
Access Capital & Trade Markets
Public Market (Listings)
Capital Markets
Private Markets
Market Data
Maximize Market Potential
Index Offerings & Insights
Investor Data & Analytics
Corporate intelligence (IR, ESG, Governance)
Advance Markets & Fight Financial Crime
Marketplace infrastructure
Anti-financial crime solutions
New
Brand Tools
A suite of guidelines to support and inspire you
Our Updated Verbal Expression
Verbal Expression
There are two sides to verbal expression—what we say and how we say it. We built both on our brand strategy.
1
Messaging:
What We Say
We created a messaging framework based on four themes that conveys our strategy consistently across all our communications:
- We open up access to opportunity
- Technology should break down barriers
- Partnership unlocks growth
- Greater participation enables greater prosperity
2
Voice:
How We Say It
In line with our new brand strategy, we’ll be writing in more emotionally engaging, benefit-driven and purpose-oriented ways. Once again, we’re inspired by our dualities—qualities that reveal our true strengths:
- Left brain + right brain
- Gravitas + warmth
- Bold leadership + enabling others
Our new verbal guidelines include a series of techniques to write engaging copy in our distinctive new voice. Here are some examples of the tone they create.
"We enable companies at all stages, economies of all sizes, and people of all backgrounds to fulfill their greatest potential and prosper."
"The Nasdaq eVestment platform is the Swiss Army knife of investor tools."
"Nasdaq is committed to fighting financial crime through transformative technology that upholds the promise and integrity of the markets."
"We never stop asking ourselves this question: What more can we do to advance inclusive growth and prosperity?"
Our Refreshed Visual Identity
Visual Expression
The Nasdaq brand is one of our most important assets. It embodies who we are and what we value. All of the elements of our visual identity create a distinct and powerful presence that reflects our dualities.
A Symbol of Innovation
Our iconic, world-renowned logo remains unchanged and continues to symbolize innovation and trust, complemented by a simple, modern typeface.
A More Vibrant Palette
Our signature blue remains at the core of our visual expression, joined by new vivid supporting colors for added vibrancy and flexibility.
Typefaces with Clarity
Our new typefaces combine clarity with texture and boldness, designed for easy reading across all media.
A Catalyst for Action
We have created a visual brand device that's both powerful and ownable. Used vertically or horizontally, our catalyst line brings our dualities to life with visual intrigue and energy.
Imagery with Authenticity
We capture authentic moments of humanity using color and expansive spaces to connect with our audiences with immediacy, emotion and impact.
Icons with Depth
We have created two new icon systems—a simple illustrative one for clarity and a secondary expressive one with added nuance and inspiration.
Patterns with Energy
Two expressive patterns pair contrasting shapes—plus/minus symbols and squares vs. circles—to bring to life the constant dynamic nature of the markets.
Data that’s Alive
Two complementary data graphic systems designed to tell data stories with vibrancy and clarity for either straightforward data functions or complex displays.
Everyone has a part to play.
Our values show you how.
Drive Innovation
Bring forward ideas for meaningful change, taking intelligent risks.
Fuel Client Success
Center decision-making on client needs and solve their problems swiftly.
Lead with Integrity
Role model honesty and ethics, demonstrate respect for all.
Expand your Expertise
Be curious, ask questions and keep learning.
Play as a Team
Listen to each other and trust your colleagues, collaborate closely across the enterprise.
Act as an Owner
Take initiative and propose solutions, be accountable for results.
You represent our brand everyday.
We need your help in sharing our new story with the world.
Explore all of our new brand tools including our brand guidelines, fonts and corporate PowerPoint and Word templates.
Learn More
For questions about our new brand, please contact design@nasdaq.com