New JSE logo.

Johannesburg - The Johannesburg Stock Exchange (JSE) has changed the colour of its logo and the typography to depict itself as a “modern African marketplace”, it said on Monday.

“The JSE's logo and colour palette moves to a bold black, white and green combination while the typography takes on a clean, digital feel,” JSE issuer and investor relations director Zeona Jacobs said in a statement.

“Our visual identity needed to represent our position as a leading African exchange which is driven for stakeholder growth and showcase the strong technology component of the business.”

Jacobs said it also needed to be more accessible to investors.

“The revitalised brand follows on from an extensive brand audit where clients, employees and other stakeholders discussed their perception of the exchange and where the exchange needed to focus its energies.”

Jacobs said it had done some serious thinking about this.

“Its new brand... demonstrates the bourse's identity as a modern African marketplace that connects investors to growth opportunities globally.” - Sapa