The rebrand comes after 11 years and is part of a series of changes at the agency that include the appointment of three new partners -- head of account services and operations, Anneke Schogt, creative director, Marcel Frensch, and creative director, Rogier Mahieu.
Lode Schaeffer, creative director and founding partner of SWH, said: "SWH was established in 1997.
"It doesn't sound that long ago but, since then, we've seen exponential changes in the world around us, especially in the rise of new media.
"YouTube, camera-phones, TV on-demand, blogs, MP3, even Google didn't exist back then, and now they are an everyday part of our lives. It's a no-brainer that change has also occurred within our agency.
"Indie takes on board all of those changes and embraces them. We're looking ahead to the not-yet-known."
Tim O'Kennedy, former managing director at Weiden+Kennedy Amsterdam, has also joined Indie as non-executive director.
O'Kennedy said: "Let's be clear -- this is more than a name change or a new logo. The birth of Indie is in direct response to where we see the industry going.
"We're getting ahead of the curve, leading the call for change in the way agencies partner with clients and conduct business. It's a genuinely new day for a great agency."
Indie's new brand identity was created by The Stone Twins.