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Behind the bold new iShares rebrand

  • Leading ETF brand iShares has introduced a new image, colors, and font.
  • It's all part of being seen as more accessible to clients and more closely share BlackRock's image and messaging.
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Behind the bold new iShares rebrand

iShares has unveiled a new, bold visual identity. The rebranding allows for simple, impactful storytelling across all client segments, product portfolios and the markets iShares operates in globally. As the company has grown and matured, it increasingly projects more of a lifestyle and educational brand than the more technical and specifications-focus of its earlier days.

The company’s new logo positions it closer to corporate owner, BlackRock. Both firms’ logos now use the same large readable typography and their visual identities share a few colors, typography and grid system. The iShares logo incorporates its new font, BLK Fort Book, as the tone of voice will shift towards clear, action-oriented language that appeals to investors of all levels of experience and knowledge.

Profile

Robinhood is an online stock brokerage that offers its customers commission free trading and investing. Robinhood users can invest and trade in stocks, exchange traded funds, options, and cryptocurrency. Customers can invest in over 5,000 stocks with Robinhood, including most U.S. equities and ETFs listed on U.S. exchanges.

Robinhood Financial, LLC and Robinhood Crypto, LLC are wholly-owned subsidiaries of Robinhood Markets, Inc. All cryptocurrency holdings are held in Robinhood Crypto as opposed to Robinhood Financial.

The company was founded in 2013 by Stanford roommates Baiju Bhatt and Vladimir Tenev. It has its headquarters in Menlo Park California and offices in the U.S and the UK.

Account Types

Robinhood’s products are accessible through its three different accounts: Robinhood Instant, Robinhood Gold and Robinhood Cash.

Robinhood Instant

Robinhood Instant is the default Robinhood account which is a margin account that has access to extended hours trading and instant deposits. Robinhood Instant account users do not have to wait for funds to process while selling stocks or depositing up to $1000.

Robinhood Gold

Robinhood Gold comprises a range of investing tools and premium products such as greater instant deposits starting at $5000 to a max of $50k, research from Morningstar on 1700 stocks, Level II Market Data from Nasdaq and more access to trading on margin. It has greater buying power and larger instant deposits as compared to the Robinhood Instant account.


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