A brand refresh for National Stock Exchange, 25 years after its inception. Landor partners with NSE to bring about new wave of change, a new identity, a new NSE. Read on.
Set up in the early 1990s to take the Indian capital markets to new heights the National Stock Exchange of India Ltd. (NSE) has been at the helm of driving new levels of growth. Created as India’s first professionally managed exchange, NSE has risen to claim its position, in terms of trade volume as one of the top 3 largest stock exchanges in the world.
Moving the Indian capital markets from a small broker led business to a national market with best-in-class integrated tech platform, providing access to many through a safe, trading environment, with a rational cost structure, the National Stock Exchange has played a significant role in the transformation of how capital markets function in India.
And in line with the changes being experienced in the stock markets, the surge in technology innovation, the emergence of new asset classes and investing communities, the brand needed a change in its narrative that captured this movement and its stature. The new brand story had to reflect its position as a capital market leader with a global footprint, and infuse the brand with renewed dynamism and vigour.
That in effect, formed the brand refresh mandate for Landor.
Alongwith the client team, Landor embarked on creating a fresh, modern and relevant new identity that truly reflects the National Stock Exchange’s vast legacy, future possibilities and its ambitious new vision for India. On the back of rigourous strategic thinking, a new visual entity was created. One that truly brought to life, what the brand stands for. A Catalyst of growth. Pursuer of technology. Creator of the future.
The new logo is a modern representation of a blooming flower. It has been designed to speak to the brand’s role in sustaining and growing the capital market momentum. It amplifies the organisation’s deep-rooted sense of collaboration and engagement with all its stakeholders. The sharp edges draw the connect with technology, precision and efficiency. The warm colours pay homage to the brand’s legacy, and the blue colour points towards it being future-forward, steering the Indian capital markets to their true North.
The new identity reflects the brand’s renewed values that revolve around being passionate, agile and inclusive.
Speaking on Landor’s brand refresh efforts, Mr.Vikram Limaye, MD & CEO, National Stock Exchange of India Ltd.) said “The National Stock Exchange of India Ltd. has been described by the Hon’ble President of India as “one of the largest and most important financial institutions in India”. NSE is an acknowledged leader in India and amongst the top 3 in the world in terms of volume traded. NSE’s identity crafted in the nineties has for the last 25 years, stood for reliability, expertise, innovation and trust. While retaining the strong foundational values, the new brand reflects our multi-dimensional nature and global aspirations. The identity also captures a new energy and dynamism that the organisation is aiming for.”
Lulu Raghavan, MD, Landor India stated “We are extremely honoured and proud to have played a small part in NSE’s next chapter. The business has made great strides in technology, customer service and innovation. The new brand reflects the enduring strengths of the business with an eye towards tomorrow.”
The National Stock Exchange’s new brand vision and identity represents its zeal to drive Indian capital markets to new heights, using a combination of evolved products and services, cutting-edge technology and nurturing stakeholder engagement (from employees to members to listed companies and different interest groups) across the board.
The new logo and design system will be rolled out seamlessly across all offline and online platforms, in the coming months.
The National Stock Exchange of India Ltd. (NSE) is the leading stock exchange in India and the third largest in the world by nos. of trades in equity shares in 2017, according to World Federation of Exchanges (WFE) report. NSE was the first exchange in India to implement electronic or screen-based trading. It began operations in 1994 and is ranked as the largest stock exchange in India in terms of total and average daily turnover for equity shares every year since 1995, based on SEBI data. NSE has a fully-integrated business model comprising exchange listings, trading services, clearing and settlement services, indices, market data feeds, technology solutions and financial education offerings. NSE also oversees compliance by trading and clearing members with the rules and regulations of the exchange. NSE is a pioneer in technology and ensures the reliability and performance of its systems through a culture of innovation and investment in technology. NSE believes that the scale and breadth of its products and services, sustained leadership positions across multiple asset classes in India and globally enable it to be highly reactive to market demands and changes and deliver innovation in both trading and non-trading businesses to provide high-quality data and services to market participants and clients.
A global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.
Landor’s branding services include insights and analytics, strategy and positioning, brand architecture, innovation, identity, prototyping, naming and verbal identity, packaging, adaptation and implementation, environments and experiences, and new and interactive media.
Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 26 offices in 19 countries, working with a broad spectrum of world-famous brands. Clients include Barclays, Bayer, BBC, BMW, BP, Cracker Barrel Old Country Store, FedEx, GE, Kraft Heinz, Huawei Technologies, Marriott International, Nike, Pernod Ricard, Procter & Gamble, S&P Global, Samsung, Sony, and Taj Group.
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