This new platform was launched in July of 2023, leveraging the power of social media to inform the latest macro trends in investing. This franchise was started by Landon and Andy Swan, two brothers based in Louisville, KY. Louisville is also known as Derby City. The final version of the logo pulls visual cues from other software-based startups. A quirky sans-serif with slab-like terminals adds personality and southern charm to an otherwise clean geometric typeface.

Individual products within the Derby City Insights franchise pull heavily from the established brand identity.

Early iterations of the logo leaned more towards the Louisville aesthetic. Ultimately, it was more important that the logo reflect the modernity of the tool itself rather than the history behind the moniker.