Our brand

Amundi combines the initials of Asset Management with an evocation of the universe, underlining the new entity's desire for openness and commitment:

• Opening onto the world for a company that already ranks among the 10 global leaders,
  
• Forming alliances with other partners who could join its platform,
  
• Lastly, opening up to the social concerns of today, in particular those relating to sustainable development and to the social benefit of asset management products.
  

With its Latin root, Amundi also conjures up the European standing of the new group.

...evokes durability and universality

MUNDI refers to the Latin phrase "Harmonia Mundi" meaning world harmony, which referred to the proportions governing the planets in ancient cosmology.

...is distinctive and expresses novelty

A new player with an original name, affirming the new state of play in Asset Management.

...is simple but powerful

With its harmonious, soothing tones, devoid of harshness, it trips off the tongue.
The brand denotes a certain simplicity, a desire to be accessible and transparent, not to be locked in a technical and obscure activity.

...is elegant but not arrogant

Amundi is aimed both at institutional and retail clients.

How was the brand Amundi conceived?
What factors came together to build its vision, values and ambition?
A very open discussion between two of the major authors of this composition.