The Bond Market Association represents the largest securities markets in the world: an estimated $48 trillion in debt markets. The organization has always had the scale of a formidable player, but was traditionally hampered by a long name and a low visibility.
The name was reshaped into a block, so that the whole forms a logotype. This gesture symbolically conveys a growth spike on a chart, while taking advantage of the increasingly length of each word in the name. The words are then aligned on the right with “The Bond Market” set in bold and placed within a dark green square, further suggesting an upward trend-line. A unified, memorable identity, managed globally through a graphic standards manual, now appears in print, on the website, as signage, and across an extensive publications system.