Morgan Stanley Dean Witter has a new look. As part of an ongoing global branding initiative, the company changed its brand name to Morgan Stanley and unveiled its new signature, a crisp, modern treatment of the venerable Wall Street name.
“Our logo is the visual anchor of a contemporary and dynamic identity,” said Phil Raskin, Chief Marketing Officer for Morgan Stanley. “The brand name Morgan Stanley is clear and memorable – as a global brand should be – and it brings the benefit of global recognition as a preeminent, trusted financial services firm.”
Last year, Morgan Stanley launched a global branding effort focused on its commitment to client-tailored excellence. The initiative included the new “Well Connected” ad campaign for the firm’s individual investor group and the “Network the World” campaign for its institutional securities business. The latest ” Well Connected” campaign featuring the new signature will begin tomorrow in The Wall Street Journal, The New York Times, and USA Today. The graphic element of the signature, appearing above the Morgan name, is a “directional triangle.” It points toward the northeast, the general direction of financial success. As a delta, the triangle symbolizes change and the inclination to innovate. The three points symbolize the three groups served by the firm: clients, shareholders and employees. The typeface is News Gothic. While the firm’s brand name is Morgan Stanley, the legal name remains Morgan Stanley Dean Witter & Co.
Morgan Stanley is a global financial services firm and a market leader in securities, asset management and credit services. With more than 600 offices in 28 countries, Morgan Stanley connects people, ideas and capital to help clients achieve their financial aspirations.Details