Invesco Brand Guidelines: From Amvescap to Atlanta, and a 2008 Ama Dablam Mountain

A bank’s money-management unit, bought by its managers.

Invesco is an investment manager organized in Bermuda with its principal executive offices in Atlanta, Georgia, according to English Wikipedia. It traces its roots to H. Lotery & Co., a British advisory firm formed in 1935, the encyclopedia says, but the name it uses today came from the American side of its family tree.

In 1978, Wikipedia says, Citizens & Southern National Bank sold its money-management operations, by then called INVESCO, to Charles Brady and eight partners. In 1986 the British group Britannia Arrow bought a large minority stake, and in 1988 it bought the rest. The combined firm became a public company through an initial public offering in August 1995.

A larger step came in 1997, when the company acquired AIM Management Group and changed its name to Amvescap, Wikipedia says. In 2000 it bought Perpetual, the British investment manager founded in 1973, and the British business took the name Invesco Perpetual. In 2006 it added PowerShares Capital Management, a sponsor of exchange-traded funds, and the private-equity firm WL Ross & Co.

In May 2007 the company returned to the Invesco name and moved its domicile to Bermuda, and in November 2007 it moved its principal office from London to Atlanta, according to Wikipedia. Atlanta has stayed its base: when InvestmentNews reported a Canadian transaction in January 2026, it described Invesco as “Atlanta-headquartered.”

Many brands, then one.

For much of its history Invesco ran several brands side by side. In the United States, AIM Investments became Invesco Aim in 2008. PLANADVISER reported on 1 April 2008 that the new identity included a logo featuring a mountain image, fashioned after Ama Dablam, a peak in the Himalayas; a senior managing director told the magazine it stood for “stability, endurance, strength and longevity.” AIM-branded fund names stayed unchanged at the time, the magazine added. In 2010, Wikipedia says, the US fund unit dropped Aim from its name.

Mountains had appeared before. In January 2005, Investment Week reported that Invesco Perpetual would bring Perpetual’s 1980s mountain logo back into its advertising. In 2010 Invesco bought Morgan Stanley’s retail asset-management business, including Van Kampen Investments, according to Wikipedia, and in 2017 it agreed to buy Guggenheim Partners’ exchange-traded fund business.

The many names were then folded together. In March 2018, Wikipedia says, Invesco retired the Perpetual, PowerShares and Trimark brands, so that funds once sold under those names now carry the Invesco name. One example is the exchange-traded fund that tracks the Nasdaq-100 index, now called Invesco QQQ, which Wikipedia dates to March 1999.

The consultancy Prophet says it later worked with Invesco on a brand evolution built on a principle it calls “Think Editorial”: the idea that the firm should look and sound more like a publisher than a typical financial company. Prophet says it refreshed existing brand assets, added illustration and computer-generated imagery alongside photography, and wrote a tone of voice it describes as “The Intelligent Conversationalist,” rolled out internally under the banner “One Invesco.” Those are the agency’s own descriptions.

The firm also has a regulatory record. On 7 September 2004 the New York Attorney General announced a settlement, negotiated jointly with the US Securities and Exchange Commission and Colorado regulators, resolving charges that Invesco Funds Group had allowed market timing in its funds through arrangements with rapid traders, and that AIM had made similar arrangements. The settlement included damages, penalties, fee reductions over five years and management reforms, the attorney general’s office said.

Fund managers and their marks.

Asset managers sell something that cannot be photographed: a promise about money over decades. Their visual language tends to borrow calm from elsewhere. Campaigns favour quiet photography of savers, families and retirees, while corporate pages lean on skyline offices, glass lobbies and the street names of financial districts. The tone is reassurance rather than excitement.

Much of the real design work sits in documents. Fund factsheets, prospectuses and annual reports follow tight templates in which a fund name, a ticker and a chart must sit in the same place on every page, across dozens of languages and jurisdictions. Exchange-traded funds have added their own graphic shorthand: three- and four-letter tickers that work almost as logos, and fund-family names such as SPDR, launched by State Street in 1993, and iShares, which BlackRock acquired with Barclays Global Investors in 2009.

The larger firms also publish a steady stream of thought leadership. Stewardship reports explain how they vote shares on behalf of clients, sustainability reports set out policies, and annual letters from chief executives and market-outlook publications are written to be quoted by the financial press. These pieces are designed as editorial products, with covers, charts and data graphics, and they carry much of a firm’s identity.

Visibility beyond the financial pages usually comes through sponsorship of sports and the arts, and occasionally through public stunts: State Street’s Fearless Girl statue, installed facing Wall Street’s Charging Bull in March 2017, began as a promotion for an index fund. This guide sets out what can be checked about each firm — its founding, its owners and its deals — and keeps colours and typefaces to an unofficial interpretation.

OppenheimerFunds in, Canadian funds out.

The largest addition of recent years was OppenheimerFunds, the New York fund manager founded in 1959. Invesco acquired it from Massachusetts Mutual Life Insurance Company on 24 May 2019, according to English Wikipedia, and MassMutual took a stake in Invesco as part of the deal. The same year Invesco announced that it would move its Atlanta headquarters to Midtown Union, a development in the city’s Midtown district, Wikipedia says.

In 2026 the company stepped back from running its own Canadian fund platform. InvestmentNews reported on 14 January 2026 that Invesco would hand the management of about 100 Canadian-listed funds to CI Global Asset Management, part of CI Financial, while remaining portfolio manager on 63 of them through long-term sub-advisory agreements. The law firm BLG, which advised Invesco, reported that the two companies announced the completion of the transaction on 1 June 2026, with CI Global Asset Management becoming manager of 98 funds.

Today Invesco says it is on the ground in more than 20 countries and serves clients in more than 120. Its corporate website groups its business into regional sites for the Americas, Asia Pacific, Europe and the Middle East, alongside separate sites for Invesco QQQ and Invesco Great Wall, its business in China.

For a design guide, Invesco shows how a company assembled from many acquisitions can consolidate a crowd of fund brands under one name, and how a single image, a mountain, has recurred in its marks on both sides of the Atlantic. Compare Morgan Stanley, whose retail asset-management arm Invesco bought in 2010, and Franklin Templeton, another fund manager that grew by bringing other firms under its name. For this guide we use a deep navy, a pale mist and a slate grey with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Invesco’s identity on hand — save it to a board in the Made Good inspiration library.