tastytrade is a Chicago-based retail brokerage and financial media brand known for its cherry-themed visual identity. The company traces its roots to 2011, when it launched as a financial network producing educational content about options trading strategies. In 2017, the founders launched a separate brokerage platform called tastyworks, which was later renamed tastytrade in February 2023 to align the brokerage with its parent media brand. The rebranding was described as a move for “brand alignment and recognition,” with the company noting that “tastytrade is the place to get educated and monetize this education in a more efficient way.” [1] [2]
Design and History
The current tastytrade logo features a stylized cherry with a stem pointing diagonally upward and to the right, placed to the left of the wordmark “TASTYTRADE.” The cherry includes a black curved band and a white shaded oval imposed on its surface, giving it a glossy, dimensional appearance. The wordmark itself is rendered in black stylized lettering. [3]
The cherry motif has been part of the tastytrade brand since its early days. A trademark application filed in 2012 for the tastytrade media network described a mark consisting of “the shape of a cherry,” used in connection with financial information and educational services. A later registration from 2014 similarly covered a cherry-shaped mark for entertainment and educational talk-show services. [4] [5]
When tastyworks rebranded to tastytrade in February 2023, the company stated that customers would “see our new name and logo across our domain,” while confirming there were “no changes to our purpose and functionality as a brokerage firm.” The transition to the new branding took place over the following weeks. The rebrand coincided with the launch of tastytrade’s first major marketing campaign, “Join the Club, Genius,” created by Portland-based agency Opinionated. [6] [1] [7]
In 2023, tastytrade filed a new trademark application for the combined cherry-and-wordmark logo, describing it as “a cherry with the stem facing diagonally upward and to the right next to the term TASTYTRADE.” A separate application filed the same year covered the stylized wordmark alone. [8] [3]
Meaning and Symbolism
The cherry has served as tastytrade’s central brand symbol since the company’s founding as a financial media network. The company has used the cherry imagery in public-facing campaigns, including a 2025 installation beneath the Charging Bull statue in New York’s Financial District, where giant cherry-shaped sculptures were hung to raise awareness for testicular cancer during Men’s Health Awareness Month. The stunt drew on the brand’s cherry iconography to draw attention to the cause. [9]
Typography and Design
The tastytrade wordmark is rendered in black uppercase lettering, as described in the company’s trademark filings. The cherry icon features a red body with a black stem, a black curved band, and a white shaded oval that creates a highlight effect. The trademark filings note that color is not claimed as a feature of the mark, meaning the logo’s protection extends to its shape and layout rather than its specific color scheme. [3] [8]
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