NVEST: Formerly NEIC, aka New England Investment Companies

A use of identity, by a leader

New: Nvest, L.P.

Launched: March 31, 1998

Formerly: "NEIC," New England Investment Companies, L.P.

Story in brief:
NEIC was the 'investment' stepbrother of NEF, formerly TNE or "The New England, Insurance and Investment," from which NEIC was spun several years ago. Clear enough? This all helps illustrate the silliness of initials.
With $125 billion in assets under management, NEIC restructured at year- end 1997 into a publicly traded company. CEO Peter Voss decided this was the time to dump the initials, along with their New England history... time to create a brand that "could reach way beyond Boston," as he put it. Consultants Blackburn Young provided Nvest, a real new name whose pronunciation "explains what we do best."

Credits:
C.E.O. - Peter Voss
Identity counsel, naming, design - Blackburn Young (with Andy Letendre)

First Impressions:
As a name, "Nvest" is one of 1998's best (along with Vivendi, Cendant and Celera). It conveys what the firm does briefly, distinctively and with personality.

With the good fortune to have found "Nvest" still available, Bruce Blackburn supplied a straightforward but elegant type treatment. No symbol needed: the design team was wise to let the name's distinctiveness carry the brand.

Nice job Peter Voss, John Young and Bruce Blackburn.