Founded in 1998, a familiar face in the asset management sector will rebrand next month.

Natixis Asset Management will rebrand as Ostrum Asset Management in April, “renewing its focus” on its equity, fixed income and insurance offerings, the French fund manager announced yesterday.

The rebrand, effective 3 April, is part of Natixis’ “New Dimension” initiative to kick-start a “process of aligning its brands,” the privately-owned firm, which oversees some €324.5 billion in assets, said.

“Ostrum’s Latin roots pay tribute to the company’s European origins, while its meaning ‘purple-coloured’ connects firmly to its parent companies Natixis and Groupe BPCE,” Jean Raby, Natixis Investment Managers’ chief executive, said. “The logo’s exponential symbol embodies Ostrum’s ambition to expand in partnership with its clients and staff, creating new opportunities in the fast changing asset management industry.”