FXCM is close to unveiling a new brand identity, a spokeswoman for the company confirmed to Finance Magnates. The news comes alongside a change to the broker’s logo. The official websites of the firm, as well as its social media profiles, now show the familiar FXCM sign with the added phrase “a Leucadia company”.
The new brand identity of the firm results from the loan agreement between FXCM and Leucadia National in January 2015. At the time, the brokerage received a $300 million two-year loan. The funds were used by the brokerage to cover negative client balances resulting from the SNB Swiss franc shock event that hit the FX market on the 15th of January 2015.
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The addition of Leucadia to the logo of the firm is to boost the corporate image of the firm, especially in the institutional sector where it is well recognizable.
Commenting to Finance Magnates, an FXCM spokeswoman said: “Beginning in January 2015, through a series of transactions, Leucadia has become the majority economic owner of FXCM. FXCM has benefited from the scale and breadth of the Leucadia family of companies since then and now Leucadia is present in the company’s brand identity. Firmly committed to FXCM’s success, our customers, employees and stakeholders benefit greatly from the Leucadia affiliation.”
“FXCM’s new brand identity will be rolled out globally in the coming weeks and can be seen on websites, social media accounts and other marketing material,” the official comment concluded.