Standard & Poor’s
Creating unity
Rigorous analysis, real-time market data and market commentary gives the world financial community high-caliber tools and information for financial decision making. A division of The McGraw-Hill Companies, Standard & Poor's has provided objective information and analytical services to the financial markets for 140 years.
Challenges
Standard & Poor's world-class brand name had been fragmented by its numerous product and service identities.
Actions
Leveraged the equity of the global brand with a new naming system favoring the formal name, Standard & Poor's, over shortened "S&P" variations (except for index products, such as the S&P 500)
Designed a new brand identity and flexible visual system for all internal and marketing communications with a shared "family look"
Implemented brand identity policies and a centralized monitoring system to ensure worldwide compliance