Neuberger Berman
Preparing for an IPO
One of premier mutual fund companies in the United States, Neuberger Berman provides financial advisory services and distributes over 50 funds directly, through brokerages and banks and through a variety of mutual fund supermarkets.
Challenges
The company began as a private partnership focusing on high net worth individuals. However, after 60 years, Neuberger & Berman seized the opportunity to tap into public markets. In preparation for its IPO, the company reassessed various aspects of its brand identity
Develop a cohesive, coherent visual presentation to communicate the company’s stature and personality
Ensure that it is implemented consistently across various media and through the multitude of product offerings
Actions
Identified the company’s core image attributes through intensive internal interviews
Simplified the name by removing the "&" sign
Created a new logo using a classic serif font set into a bold blue and green bar to support the company’s desired image
Developed a new visual system, including a system to "lockup" the company’s many organizational and product names
Developed identity guidelines to direct on-going implementation of the new identity and visual system