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D.E. Shaw
Agency: Signal
Founded in 1988, D. E. Shaw was one of the world’s first algorithmic trading firms, and today manages over $60 billion in assets. Signal helped shape its comms strategy from the beginning, starting with a wordmark based on the electrical engineer’s symbol for a binary switch, the basic building block of the computer chip.
A set of three logos were drawn in weights varying from light to bold to ensure an appropriate degree of emphasis for all applications. The letterhead got a custom watermark. To keep the Steven Holl–designed lobby’s walls pristine, the logotype was inlaid into the floor in steel. Branding, print, and signage by Signal.
![](https://signalfoundry.com/media/pages/commissions/d-e-shaw-co/e9926dbba6-1659717967/drawing_d-e-shaw-co_envs_02.jpg)
![](https://signalfoundry.com/media/pages/commissions/d-e-shaw-co/cbcbfcdee9-1709225144/desco_mugs_square_01.jpg)
![](https://signalfoundry.com/media/pages/commissions/d-e-shaw-co/7dbfb2ea7c-1659717967/drawing_d-e-shaw-co_watermark.jpg)
![](https://signalfoundry.com/media/pages/commissions/d-e-shaw-co/a331570367-1709223377/drawing_d-e-shaw-co_floorlogo_03.jpg)
Agency: Signal
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