Investment manager Premier Miton has rebranded with a new visual identity (see image).

The key change is a bold-coloured pink logo with a rectangular hole in the middle of it.

The company said the hole represented a “blank piece of paper” to represent the start of their fund managers’ thinking.

The asset manager, that has struggled with outflows since being established through a merger in 2019, said the move was part of a broader group-wide rebrand.

Mike O’Shea, chief executive at Premier Miton Investors, said: “As a business, we are founded on original thinking. This has always attracted a certain kind of person – passionate individualists.

“We give our fund managers a blank sheet of paper to work from, a canvas from which to shape their ideas and to use their talents and expertise to create portfolios that can generate great outcomes for our clients.”

The company said the change “reflects the firm’s commitment to innovation and evolution while maintaining the same investment philosophy, values, and commitment to active management and client service that have underscored its success.”

Jonathan Willcocks, global head of distribution at Premier Miton Investors, said the new logo was designed to showcase Premier Miton’s core strengths and differentiators.

He said: “Our new visual identity is a reflection of both our unique culture and continued focus on delivering exceptional investment solutions by allowing our fund managers to express their original thinking, by being different from the index, and to showcase those benefits to investors.

“We hope this will resonate with existing clients while clearly conveying our mission and values to new ones.”

Premier Miton was formed in November 2019 with the merger of Premier Asset Management and Miton Group. It has a range of multi-asset funds, equity funds and investment companies.

At the time of the merger, assets under management were £11.6bn. The asset manager has reported net outflows for the majority of quarters since, with assets under management still £1bn below where they were at the time of the merger.

Last month it revealed that assets under management held steady at £10.7bn in the fourth quarter of 2024, despite £33m in net outflows. The £33m outflows for the quarter were an improvement on recent quarters.

Net outflows for the year ended 30 September 2024 were £318m.

The asset manager was considering a further merger when it bid for rival River & Mercantile, before withdrawing from discussions in January 2022.