ISE engaged Inc Design (www.incdesign.com) to redesign both the expanded corporate branding system and website. The focal point of the new brand identity is a redesigned corporate logo which builds on ISE’s brand legacy by incorporating the globe with the new logotype set in a custom, hand drawn font with bold, clean lines – all presented in a color palette of platinum, used to represent technology. The new branding initiative also includes a strategic approach to the development of a full suite of logos encompassing ISE Gemini™ and the ISE Business Lines, all of which build upon the corporate logo with the addition of a secondary font and color palette system. These new logotypes have also been set in a customized contemporary font, and their color palette introduces a ray of thunderbolt orange for ISE Gemini™ and slate blue, representing energy and inspiration for the ISE Business Lines.

As part of the rebranding initiative, ISE also introduced a new, revitalized corporate website at www.ise.com and expanded its updated social media presence on Twitter and LinkedIn. One primary objective of the website redesign initiative was to enhance the user experience by presenting a more fluid, modern look while enabling relatively easy content management updates for ISE. The site is also optimized for tablet devises and mobile smart phones to meet the growing demand of web users. Other updated features include expanded product information and market statistics, updated company news posts, and a more refreshed, streamlined navigational structure. As Molly McGregor, ISE’s Head of Communications and Marketing, stated, “Our goal is to keep the site fresh for all users, and the new layout, dynamic charts, and flexible content modules will allow us to do exactly that.” To view all of ISE’s new branding, including the new logo for ISE Gemini™, be sure to follow ISE on Twitter: @ISEexchange or visit the website at www.ise.com.

Inc Design has recently designed and produced a 2013 promotional calendar on behalf of its client, International Securities Exchange (ISE). This latest project is the 8th consecutive calendar Inc Design has designed/produced for ISE. This year’s project is a dramatic departure from previous print formats in that it takes on an entirely different format – a cube, made of a magnetized plastic with a laminated coating.

The cube concept was conceptualized to optimally present the calendar in a simplified yet playful way. It offers a source of entertainment that also serves as a keepsake; an object to stand out from the clutter that can often accumulate on trading desks. Each cube features twelve panels which are oriented in two sets of six, with each six month interval appearing chronologically from one side to the next. The ISE brand identity was intentionally included on each panel so it can be viewed from any angle.

“Graphic Design—Now in Production explores some of the most vibrant sectors and genres of graphic design today. The rise of user-generated content, alternative methods of printing and distribution, and the wide dissemination of creative software have opened up new opportunities for design. Featuring works produced since 2000, Graphic Design explores the worlds of design-driven magazines, newspapers, books, and posters; the expansion of branding programs for corporations, subcultures and nations; the entrepreneurial spirit of designer-produced goods; the renaissance in digital typeface design; the storytelling potential of film and television titling sequences; and the transformation of raw data into compelling information narratives.”

The exhibit is on display until September 3, 2012. A highly recommended exhibit  – and the views of Manhattan from the island are an added bonus!

ISE 2010 Annual Review

Inc Design 2010 Holiday E-Card

Anyone who has been anywhere near the web in the past decade will know that Adobe’s Flash is one of the great technologies that has helped evolve interactive design and web experiences. Flash is often regarded as being the web standard for dynamic content and rich media online. However, with recent developments and the introduction of HTML5, many people are speculating that the days of Flash are numbered.

Before going any further, we should remember an important key fact. The web is not about a single technology. It is constantly evolving and innovating, and that is what makes the web world so fascinating. As we find new ways to interpret media and content, and integrate interactive experiences into our lives, we are sure to encounter many new vehicles of technology that serve the purpose of enabling that innovation.

The debate between Flash and HTML5 is waging on several different fronts because both technologies have advantages and disadvantages. Let’s take a brief look at the pros and cons of each:

FLASH
pros
1. Currently the best solution for video and audio embedding
2. The standard in web animation, motion and interactive web tools
3. Offers strong consistency across browsers and platforms

cons
1. Proprietary software which does not offer open source code enhancement by the development community
2. Heavy use of CPU which slows loading and operation
3. Offers minimal search engine optimization, which generally urges a secondary static HTML site

HTML5
pros
1. Open source technology which fosters innovation and development
2. Minimal use of CPU which allows faster loading on web, extended battery life on mobile devices, etc.
3. Easily adaptable for the mobile era of touch interfaces

cons
1. Not readily supported across browsers and platforms at the moment
2. Does not offer complete video and audio embedding capabilities
3. New technology that does not offer enough development validation

The truth is no one can truly predict which technology is best. As HTML5 continues to be developed and expanded, it is sure to cross further into Flash’s territory. Whether it will replace Flash is another question entirely. There are currently over 2 million websites that utilize Flash, including YouTube. Most audio and video online is still implemented using Flash, as are most online video games and animated advertising campaigns.  That being said, several major corporations are making major moves towards open source development and are adopting HTML5 as the future of their products and services. Most notably is “tech-giant” Apple, who released a statement in April 2010 with Steve Jobs’ thoughts on Flash and why it falls short in today’s mobile era. Apple’s iPhone, iPod and iPad products have never supported Flash. Google has also taken steps towards adopting HTML5. They created a test version of YouTube, which replaces Flash functionality with HTML5 and is working out development issues for future possible implementation.

So it seems that the battle between Flash and HTML5 is inevitable, however more likely something that truly comes to fruition in due time. Flash and HTML will most likely continue to co-exist for months or years to come. And as HTML5 continues to develop, who knows what Adobe has in store for the future of Flash and whether the product can address the opposition it faces. As a designer working on high-end creative solutions for our client’s interactive needs, I find that choosing the right technology for a client’s project means defining the end user first and foremost and discerning which would be the best technology to suit the project’s goals. Creating optimum interactive experiences requires innovation, and in that sense, we encourage and participate in pushing technology towards new developments which could create the tools needed to usher in the future of what the web has to offer.

One thing is for certain- the web will continue to evolve and whether there is a clear winner left standing is yet to be determined. Either way, the end result will be the same with the future of interactivity looking very bright.

THE BRAND
The rationale behind our decision to create a refreshed brand image evolved from the many changes we’ve observed within our industry as well as within our clients’ businesses. It became clear to us that this represented an important time to reassess our brand strengths and examine how our visual identity might be better aligned with where we are today… and, strategically, where we expect to be in the future. Launching this initiative in the year 2010 also has a purpose – signaling a renewed sense of focus at the beginning of a new decade. We believe that we’ve now emerged with a more timeless and accurate representation of who we are today.

THE LOGO
The new logo is defined by a clean, fresh and fluid aesthetic which symbolizes the ease of movement. Our goal was to communicate a tasteful, timeless visual experience that would embody a classic sense of style yet still possess a slightly modern edge. Our previous logo mark carried us well over a decade-long period that ushered in the rapid emergence of the Internet. The logo and supporting visual identity system at the time was bold, colorful, highly stylized, and perhaps appropriate for its time, hinted at a futuristic look. Our new identity seeks to convey a sense of natural evolution and progression – bypassing gimmicky design trends in favor of standing true to the test of time, much like we have experienced over the course of two decades while serving successful, long term partnerships. As our clients’ businesses evolve, whether by expansion or contraction, we evolve with them. We’ll continue to commit ourselves to exploring highly innovative solutions with the level of service that our clients have come to trust.

THE WEBSITE
With the development of our new identity system, we’ve taken a closer look at what it means to be at the intersection of design and business. Whether discovering new ways to visualize information – or emerging technology that affects the landscape of where your company does business – we’re actively blogging, tweeting, sharing, and connecting. We know there’s a lot of buzz going on around social media and its relationship to commerce… and we’re collectively channeling that energy into Inc Design every day. We’ll be evolving our online presence with www.incdesign.com as our hub, with regular updates on networks such as Facebook, LinkedIn, Digg and Twitter, while continuing to maintain our professional network with you via more media channels as time moves forward. The launch of our revitalized website marks an exciting time for us as we’re featuring updated areas such as a portfolio showcase; new entries in BLINC, our online blog; and, of course, highlights of our latest work.

Please be sure to follow us online to learn more as we explore further, and always feel free to interact with us so that together we may examine how utilizing online technologies and social media venues can positively impact your environment. It’s about the things that interest us, being the things that interest you.