The company, of the UK’s largest wealth managers, will gradually roll out the brand changes over the next year but has already updated its logos on social media such as Twitter.

The firm, which has a network of more than 4,500 advisers, says the current brand has changed little since it was launched 30 years ago and it was time for an update.

Brochures, support materials, the Investor magazine and websites will be gradually be brought under the new brand umbrella but the company says there will be no changes at operational level.

Previous SJP logo

The phasing in will be done gradually, SJP says, to “minimise waste.”

The company will also try to use simpler language with clients to reduce the complexity of financial jargon. It said: “The financial sector can sometimes be complicated, so we need to cut through that complexity with simpler, clearer language.”

The company says the way, “we look and sound is evolving too” although it has not made clear what further changes will follow.

SJP CEO Andrew Croft said in a presentation: ”These changes express our robust heritage and reflect our strengths as an inclusive, responsible, and contemporary business. As you start to see our new look, I hope you feel as optimistic as I do about the future.

Claire Blackwell, marketing director at St James's Place, said: “Embrace your tomorrow is about giving you the confidence to create the future you want.  Our refreshed identity reflects the experience we want you to have with us – human, approachable and user-friendly.”

The famous SJP lion mark will be retained but is no longer part of the main brand. Apart from its logo, SJP is also updating the colours it uses and the images and illustrations in its support materials.