Rufus Leonard creates new brand for London Stock Exchange Group

Rufus Leonard has created a new global brand for the London Stock Exchange Group.


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.

Engraving process

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.

LSEG overview

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

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  • Stephen Mortimer November 30, -0001 at 12:00 am

    At last!! A logo that actually looks crafted rather than a boring generic “Lets use Helvetica!!”.

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