Florida’s Oldest Investment Firm Rebrands

Lakeland-Based Investment Firm Allen & Company Unveils New Look

Company updates its logo, sign as part of rebranding campaign. ¬†Lakeland-based Allen & Company, Florida’s oldest investment firm, unveiled its new tagline and sign Monday in Lakeland.

CALVIN KNIGHT | THE LEDGER
By KYLE KENNEDY
THE LEDGER
Published: Monday, June 16, 2014 at 11:15 p.m.
Last Modified: Monday, June 16, 2014 at 11:15 p.m.
LAKELAND | Florida’s oldest investment firm has a new look.

Lakeland-based Allen & Company unveiled its new logo and signage Monday after an extensive rebranding campaign. Officials said the firm needed an updated image as it plans for future growth.

“We’re 82 years old, so we’re known here in our county, in our market. But even though we’re the oldest firm in the state, we’re not all that well known when you get a couple hours away from here,” said Keith Albritton, president and CEO.

“We opened a new office in Viera two years ago, and we’re growing in that market where they’re not as familiar with us … (and) we might look at other markets in the future. Our goal is to have a look, feel and tagline that’s representative of the growth we have coming.”

Allen & Company has 64 employees and three offices in Lakeland, Winter Haven and Viera. It is the oldest investment and securities firm headquartered in Florida.

The company’s new sign on South Florida Avenue features a simplified “A&Co” logo with a square background, along with the slogan, “Confidently managing wealth since 1932.” It replaces the firm’s familiar green sign.

“Our first logo lasted 48 years, and it was just block print,” said Ralph Allen, the company’s board chairman, as he addressed employees Monday during a breakfast event. “Some of us are stodgy, very few people like change, but it’s really important that we think about the future, and that’s what this whole process has been.”