Leading asset consulting firm Frontier has launched a refreshed corporate identity, including a new logo, new website and a change of name. Frontier’s new look builds on the heritage of the firm’s well established past but with a fresh and contemporary look and feel.
Although the formal business name remains Frontier Advisors Pty Ltd, the asset consultant will now be known simply as Frontier, rather than Frontier Advisors. The move has been made to reflect the expanded nature of their offering which extends beyond pure advice and, as the firm itself says, includes assistance in identifying opportunities and broader business strategy matters along with technology solutions to help inform decision-making and power internal teams analytical efforts.
The name, Frontier, is intended to represent what the firm aims to do for its clients in helping position their portfolios on the efficient frontier – the concept of reaching the location of the highest expected return for a given level of risk for that investor.
The new logo aims to mimic the shape of the efficient frontier and the distribution of possible risk and return combinations more broadly. The curves in the logo show movement and growth along a path rising from an origin form the letter F, for Frontier.
Frontier CEO Andrew Polson explains the basis for the new visual elements of the Frontier brand.
“We wanted all the visual elements of our brand to match what we believe our brand offers more broadly. At Frontier we roll our sleeves up and find new and creative solutions for our clients. We are modern and professional, yet approachable and modest. Confident in our place as Australia’s leading asset consultant.
“We are more than advisers. We work alongside our clients to uncover opportunity, identify and manage risk, deliver efficiencies and develop technology. We are business partners.”
