Ogilvy & Mather
BlackRock asked Collins to update the logo for their investment product iShares, to support it with the equity of their trusted brand. The creative team chose to drop the existing symbol and rely solely on a new typographic solution. After thoroughly exploring different directions with Collins, I drew the iShares lettering with a sleek aesthetic, robust curves, and a few scattered serifs. The new logo aligns iShares with BlackRock’s Rotis-inspired letterforms, while claiming its own distinctive voice.