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.