Credit Suisse has said it would drop the Credit Suisse First Boston name and adopt a single brand name. The new name will be used at all CSF...

Credit Suisse has said it would drop the Credit Suisse First Boston name and adopt a single brand name. The new name will be used at all CSFB sites from the beginning of next year. A new Credit Suisse logo will represent the private banking, investment banking and asset management divisions to “allow the bank to best communicate with one face to the market,” the Zurich-based bank said in a statement. Credit Suisse will be spelled in dark blue on one line, followed by two overlapping triangles resembling sails in the new logo. The design aims to express “dynamism and innovation” as well as “discretion and prestige,” the company said. A Credit Suisse spokesman told WealthBriefing the re-branding was done by brand identity firm Enterprise IG, but was unwilling to tell the amount spent on the exercise. Credit Suisse is expected to roll out a major advertising campaign within the next few months to build the new image among the public, although the spokesman was not able to confirm this. (See today’s Feature: Credit Suisse Re-Brands: Now is the Challenge.) Credit Suisse acquired a stake in First Boston in 1978 and bought a controlling stake in 1988. The firm rose to the top of the merger league tables under dealmaker Bruce Wasserstein in the 1980s, but suffered with the collapse of the junk bond market in 1989. CSFB was bailed out of that crisis by its Swiss parent and that was followed in 1993 by the defection of managers, including the heads of its fixed income, mergers and high-yield debt teams, who were lured to competitors by higher bonuses. Five years later, CSFB was the worst affected bank from the Russian debt crisis, suffering large losses.