Updating a brand to unify a business
Addison created a modern identity for Van Eck Global, simplifying the Wall Street pioneer’s name and developing a positioning tagline, “Access the opportunities,” to reflect the shared promise of its ETF and mutual fund business lines. The connected letterforms of the new logo reinforce the unified value proposition. Strong, simple and smart, the rebranding heralded a new era for VanEck.
The new logo’s connected letterforms suggest the integration of its key business lines within the new brand strategy.
Brand guidelines and PowerPoint template
The firm’s new name is a modern, simplified evolution of Van Eck Global. The memorable, market-friendly name positions VanEck as a forward-looking brand while maintaining its pioneering heritage.