Fulcrum unveils its new brand look and announces the appointment of Edward Osborne-Fardon as Marketing Director

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London, 19 October 2022: Fulcrum Asset Management is pleased to announce the appointment of Edward Osborne-Fardon as Marketing Director, after joining as interim marketing consultant in July 2021.

Edward has worked across a number of asset and wealth managers, most recently as Head of UK Marketing at Schroders (Cazenove Capital) as well as holding other senior positions at Vanguard, Prudential, First Sentier Investors and Jupiter.

Edward and his colleagues, working alongside creative partners Girardot, have successfully delivered a major refresh of Fulcrum’s brand in order to provide a distinctive new look.

The overall aim of the exercise was to develop a new visual identity in order to help illustrate the proposition more clearly, differentiate Fulcrum as a brand and create a new strapline to encapsulate what Fulcrum stands for.  

Explaining more, Edward Osborne-Fardon Marketing Director, Fulcrum Asset Management comments:

“The Fulcrum brand and logo, established in 2004 to represent the concept of investment balance via the use of the fulcrum (triangle element in the logo) are still extremely valid today.


However, what was missing was a clearer articulation of what Fulcrum stands for. The new strapline has therefore been designed to convey Fulcrum’s forward-thinking approach underpinned by deep macro research.


We developed a strapline – Investment innovation. Macro foundations to reaffirm this core proposition. As innovators, ‘Investment innovation’ represents the fact that we are constantly striving to generate innovative investment ideas. In addition, the deep macro research we employ throughout our entire investment process has consistently formed the ‘bedrock’ of our proposition since inception. Ultimately, these four words now help to convey the essence of the Fulcrum brand and represent fundamentally what makes the business tick.”

The look and feel of the brand have also been updated with a modern colour palette incorporating a dominant teal blue colour and the use of illustrated ‘Fulcrumite’ characters, to move away from the previous stock photography and help generate better ‘cut-through’ for the brand.

Edward says:


“The simplicity of the illustrative style provides a clean-cut, adaptable range of visuals that help us to mobilise our investment concepts in a memorable and distinctive way.”

The new look has now been rolled out across the website, social media platforms, and all other associated marketing collateral.

Joe Davidson, Managing Partner, Fulcrum Asset Management says:

“We are delighted to welcome Ed as a permanent member to our team, and are thrilled with the new focus he has brought to our brand.


At the same time as updating our ‘look and feel’, we’ve taken the opportunity to reflect and embed our recently updated core company values into the brand as part of the new creative direction. With the five core values of excellence, integrity, innovation, collaboration and sustainability, we have been able to bring these to life with the use of our new visual identity, as well as representing the diversity and inclusion of everyone who works at Fulcrum.”


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