Peter Kraus' AB
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Tuesday, January 20, 2015

Peter Kraus' AB

The AllianceBernstein [profile] brand is no more.

This morning the publicly-traded, New York City-based asset manager unveiled its new brand, AB. The initiative around the new brand is called Ahead of Tomorrow.

"Now we have a bold and dynamic new brand that reflects AB's breadth, strength, diversity and ingenuity, and how we use these unique traits to keep our clients Ahead of Tomorrow," states Peter Kraus, AB's chairman and CEO.

Sanford C. Bernstein and Bernstein Private Wealth Management will both use the AB logo and be called "Bernstein" (or "AB Bernstein" without the logo). The firm's legal name won't change.

The logo is white lettering on a black square. Brackets enclose a fraction, with the capital "A" as the numerator and the capital "B" as the denominator.

The rebranding initiative includes a redesigned website (meant to be more mobile friendly) and an advertising campaign both in the U.S. and even overseas.

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