A new brand for Bennelong Funds Management

15 October 2008

Bennelong Funds Management today unveiled its new logo, signifying its commitment to ongoing expansion.

Since being established by the Bennelong Group in 2001, Bennelong Funds Management has undergone various changes.

"Our new logo is the end result of a rigorous process which included an internal audit of our communications needs and objectives, along with an external assessment of our competitors' visual identities. This, in itself, was an interesting exercise in that it uncovered a proliferation of blue boxes used in financial services logos," said Jarrod.

Part of the appeal of our new logo is that it can be interpreted in a number of different ways. "The boomerang contour and colour palette, pay homage to our parent group's logo, and retain a strong link to our Australian origins. But the path or pebbles within the crescent, represent an ongoing journey or, if seen as the investment universe as a whole, new opportunities yet to be explored.

Despite the current economic climate, Jarrod says the boutique fund manager continues to have ambitious targets for ongoing, long-term growth. Declining to provide any specifics, Jarrod alluded to a number of ‘irons in the fire'.

"The logo is much more than the visual representation of our brand and its underlying drivers. At the end of the day, what truly sets us apart is our brand and Group values. The Bennelong brand was born out of the desire to create a profitable business to support long-term philanthropic activities through the Bennelong Foundation. Ten per cent of all the Group businesses' profits are directed into the Foundation every year.

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