Derby City Insights
This new platform was launched in July of 2023, leveraging the power of social media to inform the latest macro trends in investing. This franchise was started by Landon and Andy Swan, two brothers based in Louisville, KY. Louisville is also known as Derby City..
The final version of the logo pulls visual cues from other software startups. A quirky sans-serif with slap-like terminals adds personality and southern charm to an otherwise cleanly geometric typeface.
Individual products within the franchise of Derby City Insights pull heavily from the established brand identity.
Early iterations of the logo leaned heavily towards the Louisville aesthetic. Ultimately, it was more important that the logo reflect the modernity of the tool itself rather than the history behind the moniker.