9 Nov 2020

Architects of trusted markets

A new brand for Eurex, a subsidiary of Deutsche Börse Group, is created by our Germany team. 


Our Germany team has partnered with Eurex, a subsidiary of Deutsche Börse Group, to develop a new brand for the leading European derivatives exchange. The brand unites is trading and clearing offering under one brand, creating a fully integrated ecosystem that provides its customers with innovative solutions to seamlessly manage risk. 

Eurex, short for European Exchange, was founded in 1996. As the first electronic derivatives exchange, it has gone on to re-define and shape the international derivatives market with its pioneering products and infrastructures. Over the years, several companies and brands have been added to the Eurex brand family and united under one group brand. 

The new brand reflects the company's developed brand message - "Architects of trusted markets" - highlighting the financial services provider's position of leadership and the company's shaping power in the markets. Bringing greater clarity as to who they are and what they stand for. 


To visualise this shaping aspect - an expression for innovation - we developed a flexible design principle based on the original identity, which can be reassembled and rearranged again and again. This flexible system functions as a key visual in various applications, but above all it has an independence that differentiates and shapes the overall character and style of the design. 

In addition to the new brand, we also developed several campaign motifs for Eurex. The motifs combine intelligent humour with surprising insights and an expressive visual language. Each headline is poignant, slightly mysterious, and appeals to the intellect of our target groups and demonstrates Eurex's pioneering role. 

The results of the new brand and the developed campaign motifs are visible on all Eurex digital channels in European, American and Asian markets. 

Cindy Kretschmer, Head of Brand, Media and Analytics at Deutsche Börse, said: "Superunion Germany impressed us very much with their dedicated team, their clear process proposal and design competence. We are proud of the results, which have already been very well received by our people."