NYX Nyse Euronext

NYSE Euronext (NYX) is adding some green to the stock trade.

On Monday, the exchange company unveiled a new brand meant to emphasize the global focus of its business, moving away from a logo adopted after the 2007 merger of NYSE Group and Euronext.

Its new icon, which features green and blue bars arranged roughly in a circle, is "an abstract image of a globe," said Marisa Ricciardi, senior vice president of marketing for NYSE Euronext. It is meant to represent the company's reach across asset classes and regions.

NYSE Euronext had been working on the rebranding for some time, but decided to launch the new logo this week, as the 220-year anniversary of the New York Stock Exchange occurs this month.

The company had put the logo revamp on hold when it entered into discussions for a merger with Deutsche Boerse AG (DB1.XE, DBOEF), said Ricciardi. After the European Commission blocked the merger this year on antitrust grounds, NYSE Euronext decided to move forward with the rebranding plan.

Branding consultancy firm Interbrand spearheaded the initiative, and several other firms assisted, said Ricciardi.

The Big Board also recently changed the name of NYSE Amex, previously known as the American Stock Exchange, to NYSE MKT. Its options-trading counterpart, NYSE Amex Options, will continue to operate under that name. A spokesman said the name change was unrelated to the rebranding.

The exchange launched an employee contest to name the new logo Monday morning, Ricciardi said.

NYSE Euronext put out a call to Twitter followers to gauge reaction to the new look Monday. Reactions ranged from positive to skeptical. "Nice! Looks good," responded one commenter. "I like it if you get us back to $40...But will hate it if we see $21," tweeted another.

Shares of NYSE Euronext were recently down around 0.8% at $25.20 Monday, amid broader stock-market weakness.

-By Alexandra Scaggs, Dow Jones Newswires; 212-416-4125; alexandra.scaggs@dowjones.com

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