Mark B. Sachs, RJO Executive Vice President, Sales and Marketing, said: "Today's launch is the culmination of a six-month effort that involved dozens of interviews with clients, industry leaders, employees and management. The new logo, tagline, colors and brand strategy reflect our core values and dynamic position as a leader in the industry. We incorporated these elements into the new website, while also making it more user-friendly, streamlined and responsive to the needs of our clients."

Sachs said the logo, which features a new modern block design in the "brand mark", embodies the company principles of stewardship in the industry, commitment to clients, integrity and family. The new company tagline is "Service is our trade." The logo color scheme, although fresh and new, retains elements of the firm's long-standing use of green to provide a link to the legacy and tradition that RJO embodies today and into the future, he said.

RJO Chairman & CEO Gerald Corcoran said: "We were especially gratified that in the external interviews conducted as a part of the brand exercise, our clients consistently conveyed that we met or exceeded their standards for client service. For nearly 100 years, we have dedicated ourselves to serving the varied and evolving needs of futures clients, and their satisfaction remains our highest priority. Our new logo strikes the right balance between honoring our stability and century-long heritage while highlighting our commitment to state-of-the-art products and services."