Ameriprise Financial offers a suite of financial services by virtue of being one of the largest corporations in America. The services offered by the company include banking, asset management, and insurance for a host of individuals, groups, and companies. Its roots can be traced back to 1894, when Investors Syndicate was founded in Minneapolis, Minnesota, USA. This pioneering financial company had the bold vision to help ordinary Americans achieve their financial goals. The company was set up at a time when financial services were primarily reserved for the wealthy. On its part, Investors Syndicate aimed to democratise access to investment opportunities and financial planning.
Investors Syndicate was formed in response to a growing American middle class and their need for financial guidance and security. This became possible as the economy of the nation expanded and industrialization became a reality. Consequently, a greater number of individuals found themselves with disposable incomes and a desire to secure their financial futures.
It was then that Investors Syndicate saw an opportunity to service this underserved market by offering a slew of investment products. It also offered financial advice that was tailored to the needs of ordinary Americans. The logo of Ameriprise did not change much over the course of its existence. For instance, the logo of 1967 and the current one are not much different. This article delves into the history and existence of the Ameriprise logo over the years, among other details.
The Genesis of the Ameriprise Logo (1967 – 1999)
The Ameriprise Financial logo has a simple and effective design that captures the brand essence of the company. The original logo does not exist anymore. In fact, surprisingly, the records of the company logo can be traced only from 1967 onwards. The logo featured the company name in bold title case at two levels. The word “Ameriprise” was written at the top in a large, bold font, whereas the much smaller word “Financial” was written in the next line.
Below these two words were mentioned the names of the owners, “Paul A. Pouliot & Associates.” The names conveyed a sense of stability, trust, and confidence. Alongside the wordmark was an emblem comprising a white star with eight pointers. And one of the pointers on the top right side was replaced by an arrow in black.
(1999 – 2008)
The logo iteration of this period was quite similar to its earlier avatar. It contained the wordmark at two levels, along with the star emblem. The third wordmark of “Paul A. Pouliot & Associates” was conspicuous by its absence. Interestingly, the colour palette of this logo is the exact inverse of its previous version: white letters set against a dark grey background.
(2008 – Today)
The present logo was designed in 2008 and it did not deviate much from the previous version. It also comprised two wordmarks at two levels, with a star emblem on the right. The wordmark “Ameriprise” is rendered in a sans-serif font and appears with bigger letters. On the other hand, the wordmark “Financial” is rendered in italics and in smaller letters. Also, there is a star-spangled emblem rendered in a white and royal blue colour scheme. It shows the emblem as reliable and professional, one that evokes trust and loyalty.
The Elements of the Ameriprise Logo
Font
The Ameriprise Financial logo features a classy and elegant wordmark that is rendered in a bold serif typeface. The letters have thick, smooth lines, which offer an air of sophistication and refinement. While the exact font used in the logo may not be widely available, the closest one could get is likely to be Charlotte Serif Medium or Skema Pro Display Medium.
Colour
The colour palette of the visual identity of Ameriprise Financial happens to be a deep and calming shade of blue. This rich colour represents stability, professionalism, and reliability. The blue colour conveys a sense of confidence and assurance. It reflects the commitment of Ameriprise Financial to safeguard the financial well-being of its clients.
The History of Ameriprise
The origins of Ameriprise Financial go back to the late 19th century, when Investors Syndicate was founded in 1894 in Minneapolis, Minnesota, USA. The company was founded by John Tappan, who was a prominent American entrepreneur and financier, along with a group of like-minded individuals. From the outset, the company aimed to provide financial services to the growing American middle class.
In 1925, Investors Syndicate underwent a significant transformation when it merged with the J.R. Ridgway-owned Ridgway Investment Company, a West Coast businessman. It was under the astute leadership of Ridgway as the company president that the merged entity, now known as Investors Diversified Services (IDS), expanded its range of services.
The company ventured into mortgage lending by 1937. And three years later, in 1940, the company organised its first mutual fund, thereby diversifying its offerings further. The evolution of the company continued in 1979, when IDS merged with Alleghany Corporation, a diversified holding company. This merger provided IDS with additional resources and expertise and paved the way for its future growth.
However, it wasn’t until 2005 that Ameriprise Financial took its present form. And after a major restructuring programme, the investment and brokerage divisions, which were part of American Express Financial Advisors earlier, were spun off. They joined the newly formed Ameriprise Financial Holding Company. This strategic move allowed the company to operate as an independent entity that was focused solely on providing comprehensive financial services to its clients.
Interesting Facts About Ameriprise
- Ameriprise was established by John Tappan and has remained focused on personal financial advice for over 130 years. It has survived major economic crises from the Great Depression to the 2008 recession.
- Ameriprise became an independent, publicly traded company in 2005 after a spin-off from American Express. It was famed as the 6th largest spin-off in U.S. history.
- The company manages more than $1.4 trillion in assets and is ranked among the top 30 largest global asset managers and is a top 15 provider of long-term mutual funds in the U.S.
- Over 80% of Ameriprise’s revenue comes from wealth management. It reflects its focus on serving affluent and high-net-worth clients.
- Ameriprise has a network of approximately 10,000 financial advisors across the United States. It enables broad reach and personal client relationships.
- Instead of accepting bailouts during the 2008 financial crisis, Ameriprise aggressively expanded by acquiring H&R Block Financial Advisors, which grew its advisor force by 30%.
- The Ameriprise ONE Financial Account allows clients to manage cash, investments, and everyday financial transactions from a single account.
- Its asset management arm operates as Columbia Threadneedle Investments, and annuities and insurance products are provided under the RiverSource brand.
- For six years in a row, Ameriprise has received J.D. Power awards for outstanding customer service experience for advisors.
- The company has a longstanding charitable partnership with Feeding America and emphasizes workplace wellness and community engagement.
- While headquartered in Minneapolis, Ameriprise has offices across the U.S. and internationally, including New York, London, Boston, and India.
Finally
With a rich history spread over a century and a strong reputation for trustworthiness and expertise, the company aims to shape the future of financial services.