The London Stock Exchange Group (LSEG), comprised of the 300 plus-year-old London Stock Exchange, the Borsa Italia and the Milan Stock Exchange was brought squarely into the new century with a Rufus Leonard rebrand that debuted last week.

The consultancy overhauled the LSEG’s web assets, printed collateral and visual identity to develop a creative space for the organisation’s six sub-brands and make the global brand more consistent. Alongside a revamped tone of voice and communications outlook, Rufus Leonard commissioned the creation of a library of photography for use in future. The centrepiece of the rebrand, however, is a redrawn coat of arms, which was first instituted in 1923.

Rufus Leonard CEO Neil Svensen says the consultancy was inspired by the LSEG’s centuries-long history and references it while initialising a new phase of growth.

LSEG communications director Victoria Brough adds, “Our brand is much more than a new logo or an evolved Coat of Arms. We’ve gone back to first principles and reflected our vision and values across our global offering. Rufus Leonard have created a distinctive, unifying and empowering brand that reflects our heritage, our modernity and the values which make our global business unique.”

The coat of arms now features a more well-defined pair of griffins flanking the Group’s traditional scales and shield. A master engraver developed an illustrated and both a 2D and 3D version of the coat of arms.

One of the key aspects of the rebrand was a digital overhaul that redesigned the Group’s online assets and mobile products. The new branding will roll out around the world.