Inc Design was recently retained by International Securities Exchange (ISE) to design the Company’s new trading system branding/identity program and related microsite. Known as Optimise™, the system is the core, proprietary global trading architecture of Deutsche Börse Group, and represents a world-class, state-of-the-art trading system. The logo was created to depict a modern image that says “visionary technology,” whereby the customized typeface and icon are both used to help symbolize the trading system’s attributes: speed, performance, efficiency, capacity, throughput, reliability and availability. The microsite has been designed to create a virtual experience for the viewer when they “enter” the system with the ability to click through 3-dimensional modules to gain access to information about the many diverse features the system has to offer. Both the brand identity program and microsite are integral portions of a larger promotional/advertising campaign which will be introduced this summer.