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INTL. REVIEW BY Mark Holtmann POSTED BY Brand New


Dawn of the Doodle

Ageas Logo, New

As the financial crisis rages over the world, its consequences are becoming evident in identities too. One of them is the disappearance of the iconic Fortis bank logo from the streets of the Benelux (the economic union of Belgium, the Netherlands, and Luxembourg), with its final name carrier Fortis Insurances being rebranded as Ageas. Created from Dutch and Belgian financial institutions in the 1990s, Fortis at some point ranked number 20 on the Fortune 500 list. After a string of unfortunate events Fortis found itself effectively collapsing and its parts were sold. This past April, the remaining stand-alone insurance activities renamed itself Ageas — derived “from the Latin word ‘agere,’ meaning action, drive, and a conviction to forge ahead,” according to this lengthy name explanation. Still being a considerable business, Ageas now employs 11,000 people with an annual inflow of around EUR 16 billion.

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DATE: Jun.11.2010|POSTED BY: Brand New|CATEGORY: Finance | COMMENTS:

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