(Est. 1967, previously AllianceBernstein) “AB is a leading global investment management firm that offers high-quality research and diversified investment services to institutional investors, individuals and private clients in major world markets.” It has approximately US$477 billion in assets under management as of July 31, 2014.
(I literally have no idea what the above means, other than $477 billion is a lot of money.)
MBLM (New York, NY)
We created a compelling brand promise, "Ahead of Tomorrow," from which to drive all marketing efforts as well as segmented messaging guides. We worked with the firm to evolve their brand from AllianceBernstein to AB, enabling this new portfolio approach to simplify their divisions and to create better alignment. A bold new identity was designed as well as a fresh design system and updated corporate materials. […] A streamlined, efficient, and modern brand powerfully communicates the firm's intent. The design system enables more successful go-to-market applications across key platforms such as mobile, while the new portfolio approach creates greater synergies between the businesses.
Images (opinion after)
I guess the old logo could have been a lot worse. For an investment firm it did look finance-y and serious. The new shortened logo is going for a more bullish appearance with its bold AB monogram. For this kind of firm and audience, I imagine this approach is a little outside the norm, having a much more "marketable" feel. In terms of execution, it's fine for the most part but they have modified the "B" to be symmetrical on the top and bottom, making the "B" look like it's about to tip over. There is a reason why millions of "B"s have a narrower top bowl. The rest of the identity uses Klavika, which is a fine font and it gives AB a techie vibe to align with today's priorities. There is also brackets. Everywhere.