Guinness Asset Management (Guinness) has launched its new brand identity, website and logo.

The equity fund management activity of Guinness will now operate as “Guinness Global Investors” to represent the company’s activities and investor focus more accurately.

Guinness Global Investors’ “positively different” investment philosophy involves using proprietary in-house research to inform the construction of equally weighted, high conviction portfolios. These portfolios have low turn-over, high active share and no benchmark constraints.

Guinness’ investor base across these funds is international and supported by a global sales and marketing activity. Guinness’ equity funds are available to international investors as both Irish and UK domiciled OEICs and as SEC registered funds and ETFs for US investors by sister company, Guinness Atkinson Asset Management.

Guinness’ Enterprise Investment Scheme (EIS) services invest in private and AIM-listed companies across a range of sectors.

The firm's Global Innovators Fund is a good example of the scope Guinness has, Fundtruffle spoke to its manager Dr Ian Mortimer (pictured) here.

Edward Guinness, chief executive officer, Guinness Global Investors, said: “Guinness has developed into a large, global business over the years and yet has kept true to its core belief in quality, high conviction, active fund management. Modern branding that is outward looking and forward thinking will allow investors to form a clearer impression of our investment approach and mindset.”

Giles Kidd-May, chief marketing officer, Guinness Global Investors said: “This new brand identity will create consistency across our business as we enhance the information available to investors and reach out to an ever-expanding global audience. It has been re-designed from the ground up to reflect our global presence, while remaining true to the core values which have led to the success of Guinness.”