Index, brand design
Distinctive brand qualities and style.
The heart of this rebranding effort is the logotype, meticulously crafted to embody the essence of the stock market. Diagonal lines, angled at a precise 45 degrees, symbolize the dynamic graphs and tabs that traders live by. This design adds a sense of movement and also conveys the agility and precision inherent in trading.
The brand’s visual identity is reinforced through seamless interaction animations and micro-interactions within the app, making every user interaction a delight. From smooth transitions to engaging micro-interactions, every detail in the app is designed to enhance the user experience. Every detail in the app, from smooth transitions to engaging micro-interactions, is designed to improve functionality and bring the brand's dynamic nature to life.
The colour palette is a minimalist masterpiece, featuring four carefully chosen shades: Accent Blue, which serves as the focal point, evoking trust, innovation, and energy, alongside Light Grey, White, and Dark Blue, providing contrast and balance for a clean and professional aesthetic.
Simplicity and elegance define the graphical elements of the brand. I embraced minimalistic solutions to create a look that is both modern and timeless.
As a foundation for further user research, I used pieces of information architecture approaches, during competitor analysis, I identified many interesting directions for brand enhancements overall on the higher level, particularly redesigning the trading system interface in details.
The brand was crafted to combine a simplified graphical aesthetic while emphasizing the stock market and trading elements. I adopted a clean and graphical approach to presenting information, simplifying product interfaces and removing unnecessary elements that caused user frustration.