Making Markets Move

An actively traded ETF focused on hospitality, airlines, and shipping, the fund brings investors into sectors defined by movement, global flow, and rapid demand shifts. The identity needed to communicate stability in a volatile landscape while still capturing the energy of the industries it represents.

The symbol comes from a modified “S” angled to create an inflection point, a moment where direction changes and decisions are made. It also echoes the universal power icon, suggesting activation, confidence, and forward motion. Color plays a central role, with saturated blues grounding the brand in clarity and trust while gradients and restrained minimalism introduce a contemporary tone. Typography is purposeful and straightforward, designed to read as clear and intelligent.

The broader system extends into motion and layout. Animation emphasizes acceleration and global movement, while print and digital compositions focus on transparency, simplicity, and ease of understanding. The result is an identity that balances credibility with momentum, giving the fund a confident and accessible visual language for sectors defined by constant change.