The London Stock Exchange Group operates international equity, bond and derivatives markets, including the London Stock Exchange. It is also home to the FTSE index.
Rufus Leonard won a pitch in autumn 2012 and following a nine-month period of creative and strategic engagement it sought to create a new corporate brand that houses the group’s six operating brands.
The consultancy says a global consistency and look and feel has been achieved under the new brand system, which uses a suite of visual elements including a redrawn coat of arms – the original of which was first issued in 1923.
The coat of arms was developed by working with a master engraver who developed a 3D version. Three final versions have been designed, including an illustrated one.
A primary colour palette of ‘warm black’ and gold has been developed and a colour system to indicate LSEG’s five business divisions, while an FS Lola typeface is used across all communications.
Photography has been commissioned to build up a bank of imagery that can be used by the group and the divisions.
The new brand is being rolled out on- and off-line, including ads and internal communications, and environmental design across London Stock Exchange Group offices world-wide, including its Head Office in Paternoster Square London.
A corporate website was designed by Rufus Leonard and implemented by 26 and has launched at www.lseg.com