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Rating:Sentinel Rebrands, Pulls the Plug on Green Mountain Boy Not Rated 3.1 Email Routing List Email & Route  Print Print
Monday, July 23, 2007

Sentinel Rebrands, Pulls the Plug on Green Mountain Boy

Reported by Erin Kello

Sentinel Asset Management now calls itself Sentinel Investments and along with the change, the firm has let go of its twenty-plus year-old logo, the Green Mountain Boy.

The Green Mountain State-based Sentinel has replaced the Green Mountain Boy with a more reserved logo representing the essence of investing.

Sentinel Investments' New Logo
Sentinel Investments
The change comes as part of an effort to rebrand Sentinel and increase awareness in the marketplace. The change will also be incorporated into an advertising campaign, beginning in September.

Bruce Hoffmann, senior VP and director of marketing at Sentinel, told The MFWire the Green Mountain Boy "was too regional and too dated."

"He had been around for 20 to 25 years, it was time for a change," Hoffmann said. "We were looking for an image that resonated with investors."

The company conducted focus groups to arrive at the decision that the logo needed to be changed.

"This is the evolution of Sentinel," Hoffmann said.  

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