Introducing our latest brand transformation for Pendal, a new brand for the listed funds management firm previously known as BT Investment Management (BTIM). After an in-depth naming process, Pendal was chosen. A name that brings the firm full circle to its early investment ethos 45 years ago when BT’s original nominee company was named Pendal.
The brand’s identity is grounded in Pendal’s unique performance culture. As Alex Toohey, Our ECD explains: “We developed an identity to represent the core fundamentals of investing – risk versus return.

Pendal’s multi-boutique structure makes the most of a diversity of different, and sometimes contrasting, perspectives on investment – this is what inspired the elements of the new brand.” A serif and san serif font sit side-by-side, purple contrasts with orange, and split screen environmental imagery are all metaphors for diverse perspectives on investment.