Landor partners with the National Stock Exchange of India to create a new purpose-led brand

Established in the early 1990s to take the Indian capital markets to new heights, the National Stock Exchange of India (NSE) has long been at the helm of driving unprecedented growth for Indian businesses. Created as India’s first professionally managed exchange, NSE is one of the three largest stock exchanges in the world by trade volume. It has also played a substantial role in transforming how the capital markets function in India, moving them from a small, broker-led business into a major national market. With best-in-class integrated technology, NSE provides a safe trading environment and rational cost structure that encourages broad access for audiences around the world.

National Stock Exchange of India

Following shifts in the stock markets, a surge in technological innovation, and the emergence of new asset classes and investing communities, NSE needed to change its narrative. Its new brand story had to reflect its position as a capital market leader with a global footprint, infusing the brand with renewed dynamism and vigor. Working in close partnership with NSE, Landor embarked on a journey to create a fresh, modern, and relevant visual expression founded in rigorous strategic analysis.

National Stock Exchange of India

NSE’s new visual expression reflects its legacy, future, and ambitious new vision for India. The mark features a modern representation of a blooming flower, speaking to the brand’s role in sustaining and growing capital market momentum. The shape also amplifies the organization’s deep-rooted sense of collaboration and engagement with stakeholders, while its sharp edges reference the company’s focus on technology, precision, and efficiency. Warm colors pay homage to the brand’s legacy and the blue color points toward NSE’s future—steering the Indian capital markets toward their true north. The new visual mark reflects the brand’s values of being passionate, agile, and inclusive, while bringing to life its position as a catalyst for growth, pursuer of technology, and creator of the future.

National Stock Exchange of India

Speaking about the rebrand, Vikram Limaye, CEO and managing director of the National Stock Exchange of India, commented, “The National Stock Exchange of India has been described by the Honorable President of India as ‘one of the largest and most important financial institutions in India.’ NSE is an acknowledged leader in India, and one of the top three exchanges in the world in terms of volume traded. NSE’s identity—crafted in the nineties—has been a beacon of reliability, expertise, innovation, and trust for the past 25 years. While retaining the strong foundational values, the new brand reflects our multidimensional nature and global aspirations. It also captures the new energy and dynamism that our organization is aiming for.”

National Stock Exchange of India

Lulu Raghavan, managing director of Landor Mumbai, stated, “We are extremely honored and proud to have played a part in NSE’s next chapter. The business has made great strides in technology, customer service, and innovation. The new brand reflects the enduring strengths of the business with an eye toward the future.”

National Stock Exchange of India

The National Stock Exchange’s new brand and visual expression represents its zeal to empower the Indian capital markets through a combination of evolved products and services, cutting-edge technology, and strong stakeholder engagement (from employees and members to listed companies and interest groups). The new brand system will roll out seamlessly across all offline and online platforms in the coming months.

For more information, contact:

Lulu Raghavan
Managing Director, Landor Mumbai

About the National Stock Exchange of India

The National Stock Exchange of India Ltd. (NSE) is the leading stock exchange in India and the third largest in the world by number of trades in equity shares in 2017, according to the World Federation of Exchanges (WFE) report. NSE was the first exchange in India to implement electronic or screen-based trading. It began operations in 1994 and is ranked as the largest stock exchange in India in terms of total and average daily turnover for equity shares every year since 1995, based on SEBI data. NSE has a fully integrated business model comprising exchange listings, trading services, clearing and settlement services, indices, market data feeds, technology solutions, and financial education offerings. NSE also oversees compliance by trading and clearing members with the rules and regulations of the exchange. NSE is a pioneer in technology and ensures the reliability and performance of its systems through a culture of innovation and investment in technology. NSE believes that the scale and breadth of its products and services, as well as its sustained leadership positions across multiple asset classes in India and globally, enable it to be highly reactive to market demands and changes, delivering innovation in both trading and non-trading businesses to provide high-quality data and services to market participants and clients.

About Landor

A global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.

Landor’s branding services include insights and analytics, strategy and positioning, brand architecture, innovation, identity, prototyping, naming and verbal identity, packaging, adaptation and implementation, environments and experiences, and new and interactive media.

Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 26 offices in 19 countries, working with a broad spectrum of world-famous brands. Clients include Barista Coffee Company Limited, Cinnamon Hotels & Resorts, ICICI Bank, IFMR Trust, Mahindra Group, Sony Pictures Networks, Tata Global Beverages, Titan Watches, and V-Guard Industries.

Landor is a member of WPP, the world’s largest marketing and communications firm. For more information, please visit and follow Landor on LinkedInFacebookTwitter, and Instagram.