CLIENT
Syntax
2016

WHAT WE DID
Logo design / Visual identity / Illustration 

Syntax is a leading innovator in financial index technology, developing a revolutionary new way to manage risk by analyzing how companies function, not by their market movements. Based in New York, they apply their own stratified-weight methodology (originally used for controlling inadvertent biases in clinical trial results) to "reweight" the most widely-used benchmarks. If this all sounds very "sciency" it's because... well as they put it themselves, “We are scientists trying to do finance not finance people trying to do science.”

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Bringing order from chaos.

In collaboration with “Saints New York” we created a completely new brand leading up to market launch. In celebrating the scientist background we're trying to explain the complex concepts of diversification and stratification (bringing order from chaos) with different simplified "school book" illustrations. And even the logo icon itself, taking inspiration from the hierarchical arranging of layers in stratification, is also a manifestation of something both mathematically simple and complex.

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