• 臺灣證券交易所  品牌重建/全新品牌識別

    Publiched on July 3, 2023.
    紐約設計品牌顧問



    臺灣證券交易所委託紐約設計品牌顧問，負責品牌重塑和設計全新品牌識別系統…

    ⾦融市場的今天已经從傳统⾦融逐漸轉向⾦融科技，⽽⼈⼯智能在⾦融市場中的應⽤也正在迅速增加。这種轉變就像是從
    ”昨⽇、今⽇、明⽇"的成熟傳统⾦融走向年輕⼀代。這次證券交易所品牌重建及識別設計中，我们⾯臨的最⼤挑戰是如何將創意
    和策略與這些"過去、今⽇、明⽇"相關的⾦融元素融合在⼀起，以打造更具前衛和活⼒的形象。

    臺灣證券交易所的識別設計是由”圖標”和”字標”兩個元素所組成。創意基于(運轉風⾞) Time for Change 和(股票⾏情符號)
    Stock Quotes採⽤紮實厚重的線條和相扣的造型，象徵企業傳承傳统美德的精神、卓越專業⽔准和嚴謹經營的組織。
    紧密相連的線條凝聚着，經营者和客户之間的向⼼⼒，流畅的造型犹如旋轉的風⾞，代表着臺灣證券交易所的世代傅承、科技创新、
    永續發展和國際立⾜的象征。


    Today's financial market has gradually shifted from traditional finance to fintech, and the application of artificial intelligence in the financial market is also rapidly increasing. This transformation is like moving from the mature traditional finance of 'yesterday, today, and tomorrow' towards a younger generation. In the process of rebuilding and designing the brand identity of the securities exchange, the biggest challenge we face is how to integrate creativity and strategy with these 'past, present, and future' financial elements to create a more avant-garde and dynamic image."

    The brand identity design of the Taiwan Stock Exchange consists of two elements: the "logo" and the "logotype". The creative concept is based on the themes of "Time for Change" and "Stock Quotes." It incorporates solid and bold lines with interlocking shapes, symbolizing the spirit of corporate heritage, excellence in professional standards, and rigorous management. The interconnected lines represent the bond between operators and clients, while the fluid shapes resemble a spinning windmill, representing the Taiwan Stock Exchange's commitment to generational continuity, technological innovation, sustainable development, and international recognition.

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    Key Word: 證券交易所，銀行，證交所，金融，交易所