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Year: 2005



From an Association of Persons run by brokers themselves, BSE, Asia’s oldest stock exchange had decided to become a corporate entity with a profit objective. A new identity that reflected what it stood for was the first step in its transformation journey.

Key insight

Seamlessness in operations was crucial in the context of all stakeholders.

Communication solutions

We created an ideantity™ with an ambigram that reflected seamlessness, communication that completely changed how the exchange was perceived by a range of stakeholders, even employee workshops that helped them live up to the brand’s truth!

An ambigram that reflects the seamlessness between BSE’s stakeholders: listed companies, brokers, investors, employees.

An ambigram is a graphical figure or an inversion that spells out a word not only in its form as presented, but also in another direction.