Deutsche Börse | Rebranding
Deutsche Börse, a leading cash market operator, set out to evolve its brand beyond traditional finance towards a more purpose-driven and progressive identity. The goal was to strengthen its position as the umbrella brand for all cash market products — unified, distinctive, and emotionally engaging. Research revealed clear differentiation potential in core values like reliability, transparency, liquidity, and fair pricing.
The new brand design translates Deutsche Börse’s mission: “We create a safe, fair and transparent market to drive prosperity and sustainable growth” – into a dynamic, modern visual language. Active ideas like create, drive, and growth are expressed through motion, transforming the existing brand graph into a flexible, flowing line that symbolizes progress and connection. The concept is built on the idea that everything originates from this line — it becomes the visual foundation from which all elements of the brand evolve.
