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The announcement in the 1998 annual report was so Equity Trustees. In just 37 words, the company officially told shareholders a name that had lasted 109 years was changing!  

Where other companies would have had the official announcement centre stage, Equity Trustees was content with the facts in two short sentences. “On the 3rd November 1997, the company changed its name from The Equity Trustees Executors and Agency Company Limited to the simpler Equity Trustees Limited. The change has been well received by its clients and business associates.” 

Equity Trustees brand mark changed that year too. Between then and now, the same logo (with one small variation) has been in use.