Orion has introduced an updated brand and logo that reflect its readiness for the next stage of platform development, which has become an important part of the work of thousands of financial advisors and specialized firms worldwide.
The past year was record-breaking for Orion. Assets under management surpassed the 5 trillion dollar mark for the first time, and client base growth outpaced the market through both organic expansion and new acquisitions. The rebranding covered the entire company ecosystem, including the Redtail and Brinker subsidiaries.
The previous version of the Orion logo relied on a straightforward wordmark and a large six-pointed symbol positioned to the left of the name, rendered in two shades of blue. In the new version, the word Orion is set in a more refined typeface with line contrast and soft rounding. The star symbol has become smaller and moved to the upper right corner. The mark is now more compact, while the color retains a blue tone, referencing the company name and advisors’ role as a key pillar of the platform.
Alongside the visual update, Orion introduced a unified investment architecture to simplify advisors’ work. The platform reduces the time required to select and analyze strategies and enables faster adaptation of client portfolios to individual needs. Advisors can now build personalized investment portfolios with expanded access to vetted external managers and more convenient evaluation tools.
Orion brings together several divisions, including Orion Advisor Tech, Orion Portfolio Solutions, Brinker, Redtail Technology, and Orion OCIO. The structure covers the full range of financial advisor needs, from client acquisition to the execution of investment ideas. The company is trusted by 17 of the 20 largest independent advisory firms recognized by Barron’s. As of the end of June 2025, the platform serves more than 7.5 million accounts and works with assets totaling over 5 trillion dollars.
The updated Orion logo and brand have already been implemented and reflect the company’s move toward technology-driven solutions and new ways of working, emphasizing a focus on advisors for whom Orion remains the primary platform for business expansion and growth.
