iShares is the world’s largest provider of exchange-traded funds (ETFs) with a global line-up of 800+ ETFs. 1 Owned by BlackRock, iShares ETFs provide flexible, low-cost ways for investors to gain exposure to various market segments, including fixed income, emerging markets and broad-based indexes.

Visual identity in the finance sector is largely undifferentiated. Many brands tend to speak about the same offerings, in the same way, using the same corporate colors, with the same stock imagery. Positioned as a restless leader with a challenger spirit, iShares is unique among its peers. To illustrate this reality, they tasked us with creating a visual identity that demonstrates how different they are.

The visual identity has a strong point of view. It is tonally inspired by the passionate attitudes of historical and current champions of progress. Challengers of the status quo. By bringing this attitude of urgency and impact to life visually, iShares is more likely to connect with all types of investors, from personal to professional. Keeping things clear, punchy and to the point is meant to increase those chances.

The system is meant to work globally across all markets, while also being compatible and complementary to the new BlackRock visual identity.

The new identity launched in the US market in May 2019 and will be rolled out globally over the next year. So far it has been picked up by several publications and is being used to inspire an upcoming campaign for the brand.

“With this reimagining, we now have a category-busting visual identity that brings our purpose and mission to life, breaks through the industry’s ‘sea of sameness’ and establishes iShares as an accessible partner committed to investor progress.” -- Alex Craddock, Managing Director and Global Chief Marketing Officer for iShares.