StockX unveils a brand refresh after a mammoth year

It’s fair to say StockX did well out of the bizarre year that was 2020. It had 200 million visitors in a year, 90 per cent more than the previous year. Users bought and sold $1.8 billion-worth of stuff – sneakers, clothes, electronics, collectibles and accessories, and the company was valued at $3.8 billion. Not bad, considering it’s just five years old. And in some ways it’s unsurprising in a year where IRL shops closed and consumers flocked to online shopping. So, to celebrate these many milestones and signify its expansion and growth, the company has had a visual revamp, centred around a new logo.

The new brand design aims to reflect both the values and roots of the company, but also fortify its image for the future, while adding maturity. In the original word mark, its two parts were disparate, the word “stock” laid out in sans serif type suffixed with its “X” logo. This logo closely resembled the arrows on a stock market chart, the upward slant taking the form of a green arrow symbolising stock price increase. In the new word mark, the “X” is slimmed down and refined, losing the arrow head, and now its arrows are way more subtle. The negative space at the left and right of the letterform creates two arrows pointing towards the centre, apparently representing “buyers and sellers coming together on a level playing field” the company says. It also visually alludes to an abstracted percentage sign, linking back to the site’s financial market-inspired mechanics.

In addition, the word “stock” in the logo is now written in a custom StockX typeface, drawing design details from the “X” in cutting away segments of letterforms on the “t” and “k” to also subtly resemble arrows. This brings cohesion to the word mark as a whole, unifying the two parts and making for an altogether cleaner and more sophisticated logotype.

This new logo sits within a whole brand refresh that includes a new suite of slick product and lifestyle photography, plus a more vibrant approach to colour using an emerald green, coral, mustard yellow and blush pink together in various combinations.

“Our updated brand expression showcases how we’re moving into a stage of modernisation and punctuates our evolution into a more mature, more confident, and more inclusive StockX,” says Deena Bahri, chief marketing officer of StockX in a statement. “We’re not anchored to a single audience or product category — instead we sit squarely at the epicentre of current culture and our refreshed identity is reflective of that positioning.”