Simplicity shaped tudoETF’s visual identity. I reduced the letters E, T, and F to a custom “t” suggesting an open book, reflecting the brand’s editorial purpose. Greens and neutral tones connect it to finance.

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Space Grotesk brings character and readability, with currency symbols, fractions, and tabular numerals suited to financial content. Its free availability makes everyday use easier. I delivered the logo, brand guidelines, and four illustrations tailored to the platform’s first articles.