New NinjaTrader Logo and Color

[QuantKey_Bruce]

Having been through many focus groups and logo exercises myself, in various organizations over the years, I think I can safely say that what they say is true, "You can't please everyone." I like the new look given what it's supposed to do, and I think you're doing the right things, broadly speaking - remembering, this isn't a logo for people who hang out on the support forum. It's a branding statement, primarily for people who don't know NinjaTrader yet. Those who do already know NinjaTrader have more information to base their opinions of the company on than whether the logo is orange etc.

[jeronymite]

One of the really great aspects of NinjaTrader is that the Founder, NinjaTrader_Ray, is willing to engage directly with individual users and the user community through the Forum, and even in external forums where NinjaTrader users "lurk". Thanks, Ray! A truly great example that is very much appreciated.

As for the new branding, a few minutes of "real love for the product and idea" from a product's creator and close associates is often of far greater relevance and impact than major expenditure on consultants whose "love" for your product/services is utterly conditional on your budget to pay them. Sadly, the more "lurv" you spend on your consultants and focus groups and any other number of "influencers", is in no way determinant of a great outcome.

Branding reflects the company ethos, but it also respects the "ethos of the customers". That's a really hard balance to get right.

If I may relate a personal story of similar nature, I worked for more than 17 years for a major, very well-known, global technology firm. It had a logo that was instantly associated with it and had been for decades. It updated the logo after various mergers/acquisitions/transformations, but still adhered to a general look-and-feel that was sympathetic to its loved and long-lived predecessor. Although a bit disappointing, that "update" was generally accepted as reasonable. After various other corporate restructures, and crucially, after spin-off divestment of one or two major divisions, they decided to re-brand ... again. Multi-millions were spent to "consult" and produce something that represented the new corporate image. The result: a "letter-box rectangle" and a change of colour from the previous logo history. Gone was any obvious association with the company, or even any of its history, even though it was still in large part the company it always was. Gone was any way to discern the new logo's association with the same company unless accompanied by the company's name. And gone was even the semblance of a cherished historical artefact of the company's origins and presentation to the world over many decades.

That exercise in rebranding was derided internally and externally. Somewhat typically, one would frequently hear things like "They did what? ... Errrrr, why would they remove the brand recognition they built up over decades? They're still doing stuff with us, same as always. Weird."

Moral of the story, go with your heart and a good idea that embraces a relatable and "adoptable" logo; e.g. "ninja knives". If people can associate with something at a personal level, even subconsciously, they're more likely to hold onto the idea and practice of being that organisation's customer. A fancy logo "designed by consultants from an expensive brief" is far less likely to capture hearts ... ... and hearts are where most businesses prosper. Companies must produce quality products and services, and respect their customers whilst fulfilling a meaningful Customer Charter, but those are the execution that backs up a strong emotional bond to a company.

Win hearts with relatable things, do a good job of doing what you do, and truly respect your customers -- best recipe for success ever!

Thanks.

[Lancer]

The new NT logo and color is obnoxious. It should be recognized as a fail and dumped immediately.

The previous logo and colors remain the better choice for both design and brand continuity reasons. If the logo and colors really have to be needlessly "evolved", open the logo reconsideration up to the NT community for design submittals and a community vote. Award a prize to the winning designer. It's a win-win; the community is happy and NT gets a much better needlessly evolved logo for a tiny fraction of what was paid to the high-level branding agency.

Whoever was in charge of the rebranding project, who did not think of going to NT's very talented community before hiring the costly high-level branding agency, should be relieved of such responsibilities in the future.

[NinjaTrader_Ray]

The new NT logo and color is obnoxious. It should be recognized as a fail and dumped immediately.

The previous logo and colors remain the better choice for both design and brand continuity reasons. If the logo and colors really have to be needlessly "evolved", open the logo reconsideration up to the NT community for design submittals and a community vote. Award a prize to the winning designer. It's a win-win; the community is happy and NT gets a much better needlessly evolved logo for a tiny fraction of what was paid to the high-level branding agency.

Whoever was in charge of the rebranding project, who did not think of going to NT's very talented community before hiring the costly high-level branding agency, should be relieved of such responsibilities in the future.

Please, please don't sugar coat it! Thanks for the honest feedback

[aligator]

this isn't a logo for people who hang out on the support forum. It's a branding statement, primarily for people who don't know NinjaTrader yet. Those who do already know NinjaTrader have more information to base their opinions of the company on than whether the logo is orange etc.

Quite to the contrary and completely the opposite. Yes, you can't please everyone, but anyone familiar with Marketing 101 agrees that it is the current happy customer’s feedback and referrals, new ideas, and new products that bring in new customers. No wonder every company is begging for your review in social media to attract new customers. Bad reviews by current users of a product or service can bring down a company very fast.

I am quite sure what you described is not the intention of NinjaTrader to ignore many thousands of current customers. It is their feedback here, in TASC, media, etc. that has advanced NinjaTrader to where they are, at the top of this industry. Look at how active NinjaTrader_Ray is answering current customer's (even those who "hang out" on this forum) concerns himself, and welcomes constructive feedback.

Here is a screenshot of some old logos (simple and non-screaming) in need of re-branding! Really, do they?

Cheers!

logos 2.png

[jeronymite]

Thanks, aligator. To add to your commentary, this article on 20 Most Famous Tech Company Logos is interesting, informative and insightful. It's opening paragraph is resonant for the current discussions:

Logos are one of the most important aspects of a company (an underrated one at that). When done well and expertly, a company’s logo will embody said company’s identity. When done wrong, well ridicule ensues!

Thanks.

[bltdavid]

Please, please don't sugar coat it! Thanks for the honest feedback

Part 1 -- the block letters are not definitive

When I look at your new logo, I don't get "NT" from it. I see "XT".

I asked some friends (younger, more hip) what they saw and after some
discussion they agreed it's a pretty slick way to do "XT" -- they basically
agreed with me that their first impression was not "NT" -- they saw "XT".

The smaller the logo, the more it's reduced, the more it can be confused
with "XT" -- IMHO, of course, but it seems I have others who agree with
me.

My younger 'gamer' friends thought it might have something to do with
games, they were seeing and thinking a similarity to Xbox.

Some said 'extreme', as in extreme games.

Not a one is into trading, so no one guessed the logo was "NT", and
was meant to make you think of NinjaTrader.

I mean, as I kinda expected, no one's first guess was "NT". Everyone
agreed that it seemed to make them think of "XT" more than "NT".

That's a far cry from other logos built around letters -- no one will ever
confuse IBM's "IBM" logo with any letters but I, B, and M.

I hate the new logo, the blocky letters are not sophisticated. It looks
more like a logo from a Transformers movie -- big and blocky.

IMHO, of course, but I think it's a terrible choice.

Part 2 -- the color choice says juvenile

Orange is hip, it's like a lamborghini orange, or a logo for some extreme
game company from Florida, or something to do with Florida sports
teams, or Florida universities, or a bold flavored orange sports drink
meant to attract the 'extreme' crowd.

Because of that bright color (and blocky "XT" look), you could slap
your new logo on a Gatorade bottle and it looks very much at home,
like the label belongs there.

It may be bold choice of color. But what does that say? It does not
inspire trust in a company building trading software. I still don't get it,
why orange? Why do y'all think that's the best choice?

The color is dis-connective, it brings my mind away from NinjaTrader,
not towards it. It's too bright and too in your face.

The color is a terrible choice, I hate that, too.

Just my 2˘.

[bltdavid]

The smaller the logo, the more it's reduced, the more it can be confused
with "XT" -- IMHO, of course, but it seems I have others who agree with
me.

Look at post 14, the very small logo.

Sure looks more like 'XT' than 'NT' -- at the very least, it becomes more
and more arguable whether the smaller logo is saying 'XT' or 'NT' ...

[StealthM93]

My turn I definitely love the previous dark red/bronze-ish branding, logo, wording, etc. But, I'm fine with this new take. As said in previous posts, the needs to be redone. It is "mush" and I can see XT as much as NT. Of course, I know it to be NT, so that is what I see. But, it is mostly just orange, not that legible.

I think less would have been more here. That is, I like the new font for the full name "NinjaTrader". So, that would have been the only change... New font, but keep the previous circle/arrow logo and the same color scheme.

[torento]

Personally I couldn't care less about the logo itself but the color on the corner of every chart and windows task bar is eye straining and takes attention away from where it needs to be on the charts

Please tone the color down the previous color was much better (no color on "chart" corners would be much better) as it was not to bright

[QuantKey_Bruce]

Personally I couldn't care less about the logo itself but the color on the corner of every chart and windows task bar is eye straining and takes attention away from where it needs to be on the charts

Please tone the color down the previous color was much better (no color on "chart" corners would be much better) as it was not to bright

Maybe this might be generalized to a request for a "focus mode" checkbox on the chart properties, whereby all of the non-chart controls are greyscale and dimmed down, leaving only the chart panel itself in full color. That addresses not just the logo but also anything else that might be "in the way".

This isn't a big issue for my own use. I'm much more concerned about things like the ability to start up without typing the password every time. But I'm hopeful these things will all be cleaned up quickly.

[torento]

Maybe this might be generalized to a request for a "focus mode" checkbox on the chart properties, whereby all of the non-chart controls are greyscale and dimmed down, leaving only the chart panel itself in full color. That addresses not just the logo but also anything else that might be "in the way".

This isn't a big issue for my own use. I'm much more concerned about things like the ability to start up without typing the password every time. But I'm hopeful these things will all be cleaned up quickly.

Yes please implement "focus mode"

I'm thinking I'll have to figure out how to edit a skin to tone down the Bright Red on at least the charts, Dom and control Centre + minimize the taskbar in Windows 11 to hide the Bright Red logo once I'm forced onto 8.1

[maggo123]

Personally I couldn't care less about the logo itself but the color on the corner of every chart and windows task bar is eye straining and takes attention away from where it needs to be on the charts

Please tone the color down the previous color was much better (no color on "chart" corners would be much better) as it was not to bright

Wow, I didn't realize the new color/logo will be on the charts until I saw a screenshot.. I'm glad I didn't update.

+1 for focus mode, or an option to change the new logo to the old one, or anything that removes this eye-straining color from the charts.

[QuantKey_Bruce]

Yes please implement "focus mode"

I'm thinking I'll have to figure out how to edit a skin to tone down the Bright Red on at least the charts, Dom and control Centre + minimize the taskbar in Windows 11 to hide the Bright Red logo once I'm forced onto 8.1

I've looked at these skin files in .xaml and please correct me if I am wrong but there does not appear to be a way to change the color of the branding - that is hard-coded.

[torento]

I've looked at these skin files in .xaml and please correct me if I am wrong but there does not appear to be a way to change the color of the branding - that is hard-coded.

Can someone from NinjaTrader please chime in here as personally I was EXPECTING to be able to change the Logo Color through modifying a Skin as I have seen many online with the NT logo color changed like these below examples

The new red is EXTREMELY BRIGHT, I understand the new branding is supposed to be eye catching but from a traders standpoint such a bright red tab catching ones attention in the corner of each window is just ludicrous.
We NEED our attention to be solely on wherever it is NEEDED not on what advertisers want us to look at consistently, I understand your tying the platform in with the new branding but at what expense?

Our brains are hard coded to recognize something out of place, something that should not be there, a basic survival mechanism which is regularly exploited.

Please recognize that your branding designers most likely know this and have created the Fluorescent logo to catch ones attention over and over again to create an association with the platform

If you must have such a BRIGHT RED tab on each Chart, DOM etc. Please make it possible for us to change the colors as per prior releases

If this is already the case can you please advise how and where we can do this?
Specifically how to change just the Red box on the upper left of every Chart, DOM, Control Center etc?


NT Grey Skin.jpgNT Orange Skin.jpg