Just Call Em Morgan Stanley

Morgan Stanley Dean Witter officially became Morgan Stanley on April 2. The firm had announced in January that it planned to shorten the name. In March, Morgan Stanley's board approved dropping the Dean Witter moniker. The new brand name of Morgan Stanley brings the benefit of global recognition, said Phil Raskin, the firm's chief marketing officer, in announcing the change. The abridged firm name

Morgan Stanley Dean Witter officially became Morgan Stanley on April 2.

The firm had announced in January that it planned to shorten the name. In March, Morgan Stanley's board approved dropping the Dean Witter moniker.

The new brand name of Morgan Stanley “brings the benefit of global recognition,” said Phil Raskin, the firm's chief marketing officer, in announcing the change.

The abridged firm name was accompanied by a new logo, unveiled on its Web site at www.morganstanley.com.

Dean Witter dates from 1924 when the firm opened its first office in San Francisco. It merged with New York-based Reynolds & Co. in 1978.

For legal purposes, the name will remain Morgan Stanley Dean Witter & Co.

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