Threadneedle has revamped its branding as part of a drive to build a more dynamic corporate identity.
The new logo, which sees Threadneedle written in lower case with yellow corporate colours, will be supported by an ad campaign starting on September 17.
Threadneedle has undergone significant change this year, with Simon Davies taking over as executive chairman and Crispin Henderson becoming chief executive.
Henderson says: “Research showed that perceptions of our brand did not reflect our business strengths and did not communicate the values that our clients associate with Threadneedle so we undertook a comprehensive brand review.
“Brand is about what people do every day in their roles. We have ambitious growth plans and believe that a strong, relevant and distinctive brand is a key part of delivering these business objectives and ensuring a successful and sustainable operation for the future.”