this is the world’s most recognized investment brand.

e*trade

We designed the E*TRADE logo. Yes, you read that correctly. Al Gore may have invented the internet but our agency brought to life the first financial technology brand that empowered all people to trade like a Wall Street wolf.

goal

Introduce the world to E*TRADE. Demonstrate that anyone can take full control of their financial future. That everyone can now invest in what they want, anytime they want, and avoid high brokerage fees as they’re doing it. And that their investment portfolio can then be customized and managed through easy-to-use online tools. The future of investing has arrived. 

outcome

For more than a decade, we stewarded the E*TRADE brand—from consumer marketing to corporate communications—as it grew from an $11 million start-up to a $600 million behemoth. We created the brand’s logo, messaging system, first website, five annual reports, advertising, sales literature, retail graphics, a traveling experiential bus, and a worldwide affiliate standards guide. In 1999, 2009, and again in 2019, Communication Arts honored our agency by selecting the E*TRADE logo as one of the most significant examples of brand identity design of the past three decades. Goodby Silverstein & Partners, Grey New York, and Ogilvy & Mather—that’s humbling.

historical brand development client list

interested in more financial services work? see our portfolio.

interested in more brand development work? see our portfolio.