ASX rolls out new digital brand identity via design studio North

The Australian Securities Exchange (ASX) has unveiled a new digital brand identity for its assets, created by digital design and innovation studio North.

North was appointed to overhaul the ASX brand recently, and has now delivered an updated interface for the ASX website and digital assets.

ASX new digital brand identity by North

In announcing the rebrand, the ASX said it had tasked North with reinvigorating the brand from its conservative, traditional securities exchange look.

The ASX website, which clocks up to two million monthly users, formed a key pillar of the project. The revamped website made a chaotic debut last month – freezing, crashing and failing to show company announcements – prompting a raft of venting on social media.

The new experience features redesigned company pages with interactive charting and analysis tools, as well as dynamic market data displays designed to work on any device and smart text and a daily market wrap to track market movers.

ASX general manager Elizabeth Towler said the new “accessible” visual identity is reflective of the values of the ASX.

“North has delivered an innovative, sleek new progressive visual identity, which is accessible and reflects the values of the ASX,” she said.

“They worked closely with our marketing and digital teams to deliver the website vision and we couldn’t be happier with the result. I have no hesitation in recommending them.”



North creative director and managing partner Ian Howarth said  the core values of the ASX were crucial to the rebrand.

“Going deep into the core values of ASX and their brand personality was crucial to the success of the project. But you also have to step into the shoes of the user to create an interface that’s quickly scannable, easy to navigate and highly reactive,” he said.

“The seemingly small elements to any digital platform have an enormous effect on the end results for the user. Calls to action, colour palette, typography and graphic devices all have an impact and must be carefully optimised.”

Following the website launch issues,  The ASX tweeted that ASX announcements were not showing, and directed users to seek out announcements via brokers and news agencies.

A spokesperson apologised for the inconvenience, and said that the management “will continue to actively monitor the performance and availability”.


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