Following a structured analysis of the business, the long-term goal of the company came into focus: be part of every digital transaction, the understood leader in the space.
In addition to resonating with the myriad audiences, the name needs to projecting a consultative, confident, and insight-laden brand voice. After three rounds of naming that generated over 250 names, the company landed on Tassat. Sounding like ‘tacit,’ the coined name speaks of quiet understatement. Tassat was one of a handful of palindromes presented. The use of a palindrome—the word reads the same forwards and backwards—accentuates a common element in each of the company’s lines of business: the two-way nature of equity trading. The name has been cleared for use in all of the company’s business applications worldwide and was activated in September 2019.
The wordmark uses Zurich, a font with letterforms that are bold, smooth, simple, and understated typeface that also helps accentuate the palindromic nature of the coined word. The bracketing t-forms create a rectilinear container for the curvier letters between them. The tri-form icon was presented in several color combinations and is designed to communicate organic and triangular strength. It is also immediately recognizable and will eventually come to be synonymous with the name of the company.