“The Johannesburg Stock Exchange (JSE) is based in South Africa where it has operated as a market place for the trading of financial products for 125 years. It connects buyers and sellers in equity, derivative and debt markets. The JSE is one of the top 20 exchanges in the world in terms of market capitalisation and is a member of the World Federation of Exchanges (WFE). The JSE offers a fully electronic, efficient, secure market with world class regulation, trading and clearing systems, settlement assurance and risk management.”
Interbrand Sampson de Villiers (Johannesburg)
From the outset the JSE wanted the new brand to have meaning rather than just being a superficial make-over. The choice of black gives the brand a bold identity while the green symbolises growth and prosperity. The stacked lines or links in both the logo and other elements of the visual identity illustrate the JSE's role as a secure platform for growth. "When you strip everything away, the role of an exchange is to act as a link. A link between listed companies, investors, global markets and between human solutions and digital technology," adds Jacobs.
Although I like the new logo, for no other reason than it looks cool (specially for a stock exchange), the rationalization of the lines being links is pretty much bogus. The good news is that if some ultimate fighting organization wants to establish a brand in South Africa they can use JSE's old logo.
Thanks to Andre Redelinghuys for the tip.