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Year: 2011

 

Problem

Differentiating a commodity exchange in the Indian context, characterized by several well-entrenched players.

Research analysis and insight

An exchange that can offer “several investment growth possibilities and streamline execution”.

Communication solution

A new name as the first step towards differentiation: Indian Commodity Exchange, instead of ICEX, in an environment where the names of most commodity exchanges ended with ‘ex’.

A new brand ideantity™ made up of two parts:

1)A visual: five tick marks, one of which is highlighted, join to form a star, symbolising a profitable possibility or opportunity.

2)A brand line: Seize the right opportunity.