A decade ago, it would have been easy to forget that Phoenix was even a thing.
The company’s logo, which first appeared in 1993, is still widely used in the financial services industry.
In 2017, the company went public with a $7.6 billion offer to buy the company, but it was not accepted.
In the process, Phoenix’s logo was rebranded to Phoenix Reserve, and then Phoenix Holdings.
The new name and branding was not without controversy.
The old logo was associated with Phoenix’s use of the gold leaf in its logo.
The company was also given the nickname Golden Phoenix, and many believed it would be a more appropriate name for a company with a gold leaf logo.
Phoenix was acquired by the investment firm Cairn Capital and renamed Phoenix Holdings in 2021.
Phoenix has had a tough few years, with the firm’s shares plummeting almost 20 per cent in the past year.
Its share price was also down about 14 per cent from 2017.
Phoenix is also in the process of making a move to build a new headquarters, and the company’s board is currently discussing a sale to an investment group.