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Perpetual mountain logo makes its return

Invesco Perpetual is bringing back Perpetual’s mountain logo and launching its biggest ad push for several years.

Perpetual used the mountain logo from the early 1980s until its takeover by Invesco at the end of 2000. Since then, it has been replaced with Inv-esco’s broken white circle on a blue background.

The return of the mountain image with the Invesco logo follows a review conducted by the firm which found that its strong visual imagery would enhance public recognition. Ads featuring the logo will appear from February.

Invesco Perpetual hopes to create a single advertising message targeted at both investors and advisers and is increasing its advertising spend for the current quarter.

Ruth Whitehead Associates principal Ruth Whitehead says: “This is targeted at investors. As advisers, pretty pictures are not one of our investment criteria. Scottish Widows is fantastic at advertising but the bottom line for me is whether the product is any good.”

The mountain, which is in the Himalayas, is called Ama Dablam, which means “necklace of the gods”.

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