“The revitalised brand follows on from an extensive brand audit where clients, employees and other stakeholders discussed their perception of the exchange and where the exchange needed to focus its energies,” the JSE’s Zeona Jacobs noted.
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The Johannesburg Stock Exchange (JSE) logo and colour palette moves to a bold black, white and green combination while the typography takes on a clean, digital feel.
“Our visual identity needed to represent our position as a leading African exchange which is driven for stakeholder growth and showcase the strong technology component of the business. It also needed to be more accessible to investors,” added the Jacobs, director of issuer and investor relations at the JSE.
The new brand was a collaborative work with Interbrand Sampson de Villiers.
“All organisations need to work very hard to stay relevant, be totally in tune with all stakeholders, plan for the future, ensure they look good at all times whilst continuously coordinating all touch points. To survive and prosper building and maintaining a strong brand is not an option, rather a business imperative,” Interbrand Sampson de Villiers’s executive chairperson said.
Following the rebranding exercise, the JSE noted that brand names such as the Bond Exchange of South Africa (BESA) and the South African Futures Exchange (SAFEX) will fall away.
The JSE’s derivatives clearing house Safcom will now be known as JSE Clear, its hedge fund platform management business Nautilus, as a differentiated business within the JSE’s group of companies, will not change its name.
The large component of JSE’s marketing strategy is digitally focused requiring a website make-over.
“The new website fits well with our desire to become more accessible. We want the website to be a rich source of content for existing and potential investors regardless of their level of knowledge as the being the ideal listing destination for companies to list,” said Jacobs.
The JSE noted that elements of the new structure will be implemented in a phased approach until December 2014
BY TRUST MATSILELE