Guinness Asset Management has launched a new name and brand today.

The company’s logo and website have also been revamped.

The equity fund management activity of Guinness will now be called Guinness Global Investors to reflect the global nature of the firm's investments and clients.

The firm says its equity fund management activity has global, thematic and regional funds that all “embrace a global perspective.” 

Guinness Global Investors’ “Positively Different” investment philosophy uses in-house research to build high conviction portfolios. These portfolios have low turnover and no benchmark constraints, Guinness says.

Guinness’ investor base across these funds is international and supported by global sales and marketing activity, according to the firm. 

Guinness’ equity funds are available to international investors in both Irish and UK domiciled OEICs and as SEC registered funds and ETFs for US investors by sister company, Guinness Atkinson Asset Management Inc.

Guinness’ Enterprise Investment Scheme (EIS) services invest in private and AIM-listed companies across a range of sectors.

Guinness Global Investors CEO Edward Guinness said: “Guinness has developed into a large, global business over the years and yet has kept true to its core belief in quality, high conviction, active fund management.  

“Modern branding that is outward looking and forward thinking will allow investors to form a clearer impression of our investment approach and mindset. Guinness is a British business that brings longstanding global investment expertise to global investors and we want that to be reflected in everything we do.”