StockX Brand Refresh Reveal: A New Chapter

/TWP
May 7, 2021
2 min read

The website is one of the most famous marketplace among fashion lovers that operates as a stock market for all things cool, such as limited edition and exclusive sneakers, luxury bags, jewelry, watches and more. According to its CMO, the refresh represents an evolution that has been ongoing with the company.

StockX unveiled a refreshed brand identity, mission, typography, color palette, promise and a logo to match. The new identity has two new color palettes, one brighter and one pastel. The new font shows a more polished and confident look.

Here's the comparison of their old and new logo:

In the new logo, the brand big change can be seen on the X. The X lost its arrow on the upper right, which symbolized the stock market but was also associated with the international symbol. This change was focused on women inclusivity and consumers.

StockX said the “X” has been brought into balance, and when someone looks at the negative space on the left and right, they will see two arrows pointing toward the center. The company said this is a nod to “buyers and sellers coming together on a level playing field.”

Here's a look into the overall materials:

I personally feel that a refresh was definitely needed, especially since they cater to a younger and/or fashion-oriented audience. I really like the contemporary feel and the colors used, it is very artistic and takes more risks. Their new identity shows how they are evolving from just a trade website to a hub for all things valuable. Through years of success, It seems like the company found their identity and it shows. The logo typeface and overall design looks more cohesive, confident, unified and also sophisticated.