Fidelity, the investment house, have launched their new logo. I think it is a brave but worthwhile step in a new direction. They have retained the styling within their press ads and also the same colour schemes, so they shouldn't be confused as some other new company. In my opinion, I think the Fidelity brand is big enough to carry this off without any negative impact. I think it is quite a nice design. Their old logo was a little outdated, but this seems more than just a tweak to the overall look, but more of a new step, which might reflect new markets, a new era or perhaps to appeal to younger clients, then I think they have done quite a nice job of it.