An immediate thought everyone thinks of when pondering the stock market is those happy or sad green and red lines illustrating a stock’s value. I was lucky enough to have these shapes already made as if gift-wrapped by the logo design gods themselves, in the N and W letterforms.

I thought this MUST be the idea, I just need to find the best way of executing it. I played around with combining the N and W with trend lines for a while but couldn’t find an execution I was happy with until I started thickening up the lines gradually. These lines then eventually morphed into parallelogram shapes which gave the logomark the body and depth it needed. With the logomark being quite wide in stature, it needed to be supported with a similarly wide-set typeface. Not only this, but the type choice needed to reflect the key words mentioned in the brief - trustworthy, up to the times, approachable and reliable. I found this in Activ Grotesk Extended which perfectly delivered on these attributes.