Alex. Brown adopts a logo Image too important to leave to the whim of a brochure writer

January 16, 1996|By Bill Atkinson | Bill Atkinson,SUN STAFF

From research reports to business cards, Alex. Brown & Sons Inc. is undergoing a corporate face lift.

The Baltimore-based investment banking and brokerage firm, which has been in business for 196 years, said yesterday that it has adopted an official corporate logo that features its red and white flag flying above the name, "Alex. Brown."

The decision was made by Alex. Brown's chairman and chief executive, A. B. Krongard, and Mayo A. Shattuck III, president and chief operating officer. They said the company needs a corporate identity that is displayed consistently because it has grown into one of the nation's leading investment banking firms with offices overseas.

"Alex. Brown's corporate identity -- how we present ourselves to the outside world -- is an important factor in shaping our image and reputation, two of our strongest and most enduring assets," Mr. Krongard and Mr. Shattuck said in a letter to employees. "Consistency of look and message is the foundation for building corporate equity or, in consumer terms, brand identity."

The company will retain its legal name, Alex. Brown & Sons Inc., but that will be used only when required by law.

Before the decision, Alex. Brown clients could have received a brochure with any number of variations on the Alex. Brown name. And employees who create brochures or books of information used to pitch the business to clients didn't have any set guidelines to follow.

lTC "There was confusion," said William L. Paternotte, a managing director with the firm.

"The flag was there and sometimes it was not there. It was just not carefully policed and positioned. It wasn't standardized."

Mr. Paternotte said the conversion will begin during the next several months.

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