Incorporated in 1997, Astute is a licensed Unit Trust Management Company (UTMC) and a licensed Asset Management Company (AMC). Formerly known as Jardine Fleming Apex Unit Trusts Berhad and renamed to Apex Investment Services Berhad in 2004, it rebranded to Astute Fund Management Berhad in 2022 to reflect its evolution.
The rebranding aimed to convey professionalism and reliability, addressing the company’s organizational changes. The chosen color palette of green and grey for the rebranding reflects Astute’s established presence in the market while maintaining a modest, grounded brand image.
Pineapple Studio designed a monogram that combines the letter “A” with an upward arrow, symbolizing Astute’s confidence and upward growth trajectory.
Its clean, confident design mirrors Astute’s commitment to professionalism in the financial sector – resonating with the brand’s values of stability, trust, and forward-thinking innovation.
Through this rebranding, Astute’s new identity aligns with its mission to offer reliable, strategic asset management, and its commitment to continued growth and success in a competitive industry.
