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Article: Morgan Stanley downplays Dean Witter; Investment bank rebrands to raise profile overseas.
- Article from:
- BtoB
- Article date:
- April 16, 2001
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CopyrightCOPYRIGHT 2001 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Morgan Stanley Dean Witter & Co. has dropped the ``Dean Witter'' from its brand name and introduced a new logo meant to convey a more accessible, hipper image.
The new brand name-MorganStanley-will be melded into all of the company's advertising, Web sites and marketing materials over the next year. The Morgan Stanley Dean Witter & Co. moniker will be kept for official purposes but will not be used in any of the company's marketing initiatives.
The new logo, set in News Gothic type, features a triangle over the ``n'' in ``Morgan.'' It is intended to convey a forward-moving company with an emphasis on innovation, said Ken Runkel, executive director of ...