To mark its entry into 25th year of existence, the National Stock Exchange (NSE), the country's largest bourse by profit, on Wednesday launched a new brand identity.

The age-old brown patch in its logo has been replaced with dashes of marigold, yellow, red and blue. The erstwhile squarish emblem has been replaced with a more rounded structure.

The new logo was unveiled at a glitzy event in the capital attended by former Prime Minister Manmohan Singh, Union Minister Nitin Gadkari, NITI Aayog Vice-Chairman Rajiv Kumar and Delhi Lieutenant Governor Anil Baijal.

NSE has gone in for an image makeover on the occasion of its silver jubilee celebrations and at a time when the bourse is preparing to launch its much-awaited IPO sometime early next year.

New identity

NSE's new identity reflects its multi-dimensional nature, multiple asset classes, multiple customer segments and its multiple roles, including exchange, regulator, educator and market developer, a NSE spokesperson said.

"The new identity depicts growth with a modern representation of a blooming flower. The multiple flowers capture the multi-faceted nature of the business. Red denotes NSE's strong foundation. Yellow and orange are inspired by the flower for prosperity and auspicious ventures, the marigold. The blue triangle is a compass, always future oriented and helping us find our true north," the NSE official said.

The sharp edges indicate technology, precision and efficiency. The shape also amplifies NSE's tradition of collaboration. The internal vectors depict NSE's DNA of continuously pushing boundaries, he added.