Interbrand Sampson De Villiers partnered with the JSE to create a new image for the world-class African exchange
The Johannesburg Stock Exchange (JSE), a world-class African exchange, has revealed a refreshed brand identity, including a new logo and website. Trusting in Interbrand Sampson De Villiers' expertise, the JSE approached the IBSdV team to assist in developing and delivering on a brand that was more relevant to all stakeholders.
The JSE's new identity was inspired by the company's desire to be recognised and regarded as the leading African exchange. Zeona Jacobs, Director of Issuer and Investor relations at the JSE said, "At the JSE we've been doing some serious thinking about our positioning in South Africa and the broader continent. This feedback informed our thinking and showed that we needed to improve how we present the company. Our visual identity needed to represent our position as a leading African exchange, showcase the strong technology component of the business as well as being more accessible to investors. We may be a complex business but this should not prevent us from being approachable."
Terri-Leigh Blomeyer, IBSdV Group Project Management Director said, "The team began by defining the JSE purpose and developed a set of brand pillars that aligned the organisation to achieve its strategic objectives externally, but also to instil a new sense of pride internally. This was our guide to align all verbal, visual and experiential expressions of the brand internally and externally."
Anton Krugel, IBdV Group Creative Director, said that, "From the development of the brand strategy our challenge was to express and bring the brand to life in a visual context. The key insight was that the JSE provides a platform in which you can grow your wealth and this concept allowed us to completely update the brand."
In this fast moving world, companies cannot afford to look behind the times.
Based in Johannesburg, with offices in Cape Town, Accra, Gaborone, Lagos and Nairobi, Interbrand Sampson De Villiers acts as a hub for Africa. Increasingly, brands are becoming regional and global. Interbrand serves the world with over 40 offices in more than 25 countries.
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I have just visited the new JSE website. I don't understand how in today's world you could design a site that does not properly resize to a mobile device. The view area bleeds off my tablet. This contradicts the stated objectives of the client 1) showcasing the technology that drives the JSE 2) being more accessible. I suspect that a large portion of visitors to the site will be using tablets. A refreshed logo will not change perception if the user experience is poor.