As with every brand launch we undertake, the project began with an exhaustive messaging and positioning exercise, through which we distilled the firm’s vision for clearing and technology into a set of talking points designed to differentiate and illuminate in equal measure.

The next item of business was coming up with a new name. The firm still bore the name of its original parent company, and it wanted to forge a wholly distinct identity. To that end, we embarked on a comprehensive naming exercise informed by our key messages. We brainstormed and presented a wide array of options ranging from Greek and Latin roots to creative simplex names to clever acronyms.

As we worked with the team to narrow the list, one idea stood out: RQD. All agreed that the name worked on multiple levels – not only is clearing a required step in the trade lifecycle, but the company offered the speed, accuracy and expertise required to perform these functions effectively as well as usher in the change that market participants have long felt is required (there’s that word again). And to ensure the concept would resonate, we added an asterisk – indication of a required form field – to the logo.