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Advent unveils new logo at its annual San Francisco conference -- after discarding one that failed to elicit a sense of the progressive from RIAs

From signage to stationery to T-shirts to a new tech platform, Advent aims to move past its safe-as-houses reputation and up into the cloud

Author Guest Columnist Tim Welsh September 23, 2013 at 6:24 PM
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Under same management, but with a new logo, Advent lowers the boom on its retired signage.




Larry Daoud

Larry Daoud

September 22, 2013 — 9:04 PM

A lot of talk about logo “strategy” but that often is a red herring for inept leaders to focus on shiny objects instead of real, often more difficult changes within an organization. The Advent website content is the same mostly, with just a “social media” design. The logotype is a standard typeface. Investors should be asking how much Advent paid for this thin facelift and why didn’t they instead invest in building true SaaS products. Lipstick on a pig…

Brooke Southall

Brooke Southall

September 23, 2013 — 5:09 PM


I don’t know if this is right but it looks like thoughtful skepticism. Thank you.

As the official middleman of this site, however, I’d say Advent is (more to come from us in the next couple of days) investing in more SaaS, mostly through Black Diamond. And we as an industry need to come up with a better metaphor than lipstick on pigs. I’d take eye eyeliner-on-an-elephant or something else out of the barnyard.


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Top Executive: Timothy D. Welsh

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