Fair Isaac Wants to 'Brand' as FICO

Already ubiquitous for its credit scoring technology, Fair Isaac Corp., Minneapolis, has officially adopted the brand 'FICO' as its corporate identity. "The FICO brand means empowerment, innovation and value...qualities that we've earned over time, that mean a great deal to our clients and partners, and that distinguish us in the marketplace," said Laurent Pacalin, chief marketing officer at FICO. The company will retain Fair Isaac Corp., as its legal name, and its NYSE ticker symbol, FIC. Effective immediately, however, the company logo, website and all other company materials will reflect its new identity: FICO. "The use of the name FICO is a simplification of the company's identity, not a change in strategy," said Mark Greene, FICO chief executive. "Our commitment remains strong as ever to our clients' businesses. We will continue to offer the full breadth of analytics and decision management products and services they need, and to operate in the geographic areas of the world that matter most to them."