MutualFundWire.com: Alger Switches its Branding Tactics
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Tuesday, July 07, 2009

Alger Switches its Branding Tactics


Fred Alger revealed a new brand identity, logo and slogan on Monday. The New York-based fund firm's new branding initiative will seek to reflect the company’s growth-oriented culture while revitalizing the company’s website and image. The change is accompanied by a new theme for Alger -- "Inspired by Change, Driven by Growth." Alger's print, web and media platforms will all undergo a facelift.

"Our new brand identity will enable Alger to be more consistently recognized within our most important markets," said CEO Dan Chung. "Alger was one of the founders of what is now known as ‘growth’ investing, and we think this new identity continues to illustrate that leadership."


Company Press Release

NEW YORK, July 6 -- Fred Alger Management formally unveiled a new brand identity today that represents a significant milestone in the company's 45 year history. Alger introduced the new brand identity to reflect the organization's core values and introduce a bolder and fresher look that is consistent with the company's culture and philosophy. Alger's new identity will go hand in hand with the firm's time-tested philosophy of investing in companies undergoing Positive Dynamic Change; market leaders and innovators who quickly take advantage of opportunities as they arise. Alger's unifying theme: "Inspired by Change, Driven by Growth" will drive home this vision.

Alger has simplified and unified the firm's look and feel across all Alger platforms including print, web and media, with a new logo and impactful imagery. "Our new brand identity will enable Alger to be more consistently recognized within our most important markets," said Dan Chung, Chief Executive Officer of Fred Alger Management. "Alger was one of the founders of what is now known as 'Growth' investing, and we think this new identity continues to illustrate that leadership."

Nicole Franklin, Vice President of Marketing Communications said, "We've revamped all of our communications -- print, media, and advertising communications -- and given them a new design aesthetic that truly conveys Alger's history, strength and passion." In addition, today, Alger is launching an updated website -- www.alger.com. "The new website," said Vice President of Internet Marketing, Alex Bernstein, "will help bring this message to our valued clients."



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