Pentagram's new work: TheStreet

TheStreet is a leading digital financial media company whose network of digital services provides users with a variety of content and tools through a range of online, social media, tablet and mobile channels.

The company was co-founded by Jim Cramer, the popular stock market analyst of “Mad Money” fame, and in addition to TheStreet.com publishes a network of sites including RealMoney, Stockpickr, BankingMyWay, and MainStreet. The company’s mission is to provide the most actionable ideas from the world of investing, finance and business and break down information barriers to level the playing field and help all individuals and organizations grow their wealth.

As part of a company-wide rebranding, TheStreet is launching a new graphic identity designed by Pentagram’s Paula Scher. TheStreet is authoritative, accessible, and up-to-the-minute, and the new identity is modern, distinctive and cohesive, strengthening the brand across TheStreet’s various sites and platforms. Set in a modified Akzidenz Grotesk, the new logotype appears above three short lines that suggest lines in the street or balance sheets. (The number of lines was inspired by the market positions of buy, sell and hold.) The identity also appears as a monogram of the letters “TS” that can be used as an icon for apps and social media like Twitter. The designers created a family of logos for the site’s affiliates that all read as being part of TheStreet.

As part of the rebranding, TheStreet is also changing its official corporate name from TheStreet.com, Inc. to TheStreet, Inc., introducing a new ticker symbol––from “TSCM” to “TS” on the NASDAQ Stock Market––and a new corporate web address, http://www.t.st. The rebranding also coincides with a renovation of the company’s headquarters on Wall Street to include a state-of-the-art media production studio.

“Our new identity reflects the fact that during the past 15 years, we have evolved from an early pioneer on the web to a leading provider of actionable analysis, commentary and quality journalism, with an expanding platform of properties in the financial and business media vertical,” says Daryl Otte, CEO of TheStreet. “Our new branding, when fully implemented, will provide for a cohesiveness and a greater visual distinctiveness across all of our properties, which in turn will distinguish our products and services and help us continue to grow our brand equity as a leading content creator in our vertical.”

To commemorate the corporate rebranding, TheStreet will preside over the NASDAQ Closing Bell ceremony today at 4:00 pm EST.

Via: Pentagram