Reframing the ASX

Rebranding an institution as significant as the Australian Securities Exchange, unchanged since its inception, called for a bold yet timeless evolution. The ASX mark is seen and referenced globally, demanding a system that could operate with absolute clarity, confidence and authority.

Anchored by a refined three-letter logo and a forward-moving momentum device, the identity introduces a flexible visual language built on the idea of the “X” as both structure and window - reflecting a marketplace that is open, dynamic and designed to power a strong economic future for all.

Design Director: Yolanda Koning
Creative Director: Martin Hopkins
Agency: Principals