Regrets Only
State Street brand evolution from 2018 to today, showing corporate and investment management logo updates.

State Street Investment Management

State Street Global Advisors is the 4th largest asset manager in the world¹, inventor of world’s first ETFs, and investment pioneer. Since 1978, it’s operated independently from their parent brand, State Street. Reflecting their decision to rename to State Street Investment Management, our goal was to align the asset manager closely to the corporate brand.

Creative Strategy, Brand Identity, Art Direction, Motion, Print, Web Design

Person wearing state street hat
State street graphic captioned "getting there starts here
SPY ETF composition; aerial grass field, yellow type "Get the power of the S&P 500® in a single trade,"
NYSE with GLD 25 State Street poster
MDY ETF OOH lightbox: layered purple rectangles, 'MDY / SPDR S&P MIDCAP 400 ETF Trust / Access middle market'
"Unlock the market with ETFs" social card; mint ground, navy type, green highlighted ETFs badge
Subway ad: "Do [photo] with SPY" on sky blue; photo of man shooting a sunset fills the blank, logo below
Flatlay of nine publication covers in varied colors, including GLD, ETF Impact Report, and Geopolitical Risk Indicators
Close portrait of young man resting chin on fist, looking upward, natural directional light on warm gray background
print spread of ETF Impact Report: "Versatility Unbound" on chartreuse left page; child on swing photo at right
Multi-row grid of ETF Impact Report interior pages showing data tables, stat callouts, charts, and editorial illustrations
Hand holding iPhone displaying SSIM "Chart Pack Snack" email newsletter with market line chart
Studio monitor on wood desk displaying homepage hero: "Soft Landings & Bull Markets" headline with child on bike video thumbnail
iPad on chartreuse fabric displaying SSIM website "Explore Funds" section with DECO, GLD, and TOTL fund tiles in bold color blocks
Website component library: fund cards, stat callouts, SPY ad unit, article cards, and CTA blocks arranged in grid
Events system application: blue exterior banner on column: "Tap into the power of SPY." with logo below
MacBook on wood surface with ETF ticker stickers: State Street IM wordmark, ALLW, SPY, MDY, DIA, and brand icon
Events system application: Hand holding navy booklet reading "Partner Symposium, May 4, 2026" wordmark below
Close-up of navy suit lapel with square blue enamel pin featuring the State Street wave mark in white
Flash photo of woman holding up neon yellow hoodie printed with "GLD 25" anniversary mark in navy
Grid of brand guidelines pages spanning strategy, verbal identity, visual identity, typography, color, and photography

9 Station Street #201
Brookline, MA 02445