Princeton Bendheim Center for Finance works at the intersection of finance, monetary economics, and macroeconomics to produce innovative research and academic programs.
We worked with BCF to design the logo, visual identity, and website in conjunction with our rebranding work for Princeton Economics.
The Bendheim Center for Finance brand aligns with Princeton University but is clearly distinct as a financial program. The line in the logo signifies the stock market, while the geometry takes inspiration from the angle of the Princeton shield. As a whole, the design functions both as a metaphor for finance and a reflection of Princeton.
The 20th anniversary logo turns the logomark from the BCF logo into the numerals for the anniversary year. Similarly, the Markus Academy logo solution is derived from the geometry of the BCF logo but is set in lowercase letters to appear more approachable.
The BCF site takes advantage of the unified architecture we developed for the Princeton Economics website but maintains a custom design to connect the experience and brand to the needs of the center.
The website serves as a robust resource for a variety of audiences, from scholars and industry leaders to new students and Princeton faculty.