Guidelines
Our Brand Promise
the guidance customers need to make critical decisions and take action
the innovative spirit needed to foster ingenuity
the strength to enhance business performance and participate in global opportunities
the courage to take action - aggressively and competitively
the power to move forward, internally and externally
the freedom to follow a vision and the capability to enter new territories and markets
the ability to make faster, farther-reaching and more certain business decisions
the discipline to invest in people and expand into new segments
the assurance to free capital for investment and growth
CME Group has a number of branded companies, external partnerships and industry sponsorships. While many have their own look, they all belong to the CME Group family. As such, each identity should be presented in a way that clearly ties back to the CME Group parent brand.
CME Group Brand Equity
Use of the globe is reserved for the main CME Group brand only. This will make the CME Group logo more recognizable and ownable, increasing our brand equity.
Products and services should appear as type treatments, and the sub-brands should be represented by their custom logotype.
Naming
The CME Group name is important to protect and promote. Ensuring that CME Group and its offerings are correctly represented is important from a clarity and brand equity perspective.
Unless referring to a specific previously trademarked contract, product, service and/or name (i.e., CME Globex), the “CME Group” company name should be used in full in written copy and should not be abbreviated to “CME."
Sub-Brands
There are two sub-brands in our brand architecture that maintain a distinct relationship with the CME Group masterbrand: BrokerTec and EBS.
CME Group sub-brands are each treated as a wordmark with an angled underline. In use, these will always include the CME Group logo with the wordmark.
CME Group-driven communications (e.g., letterhead, business cards and other corporate communications) will lead with CME Group. In sub-brand-driven communications (e.g., trade show booths, sales presentations and other sub-brand materials) the sub-brand wordmark takes the lead. In these instances the CME Group logo should always be present to reinforce the sub-brand's relationship to the masterbrand.
Employees who work for these sub-brands should still introduce themselves in the context of CME Group and then provide their specific sub-brand.
Products and Services Treatment
When visually representing a CME Group product or service, always do so in a way that communicates the nature of its relationship with the CME Group brand. CME Group products and services should be treated with type and appear alongside the CME Group logo, but not as a lockup.
