Western & Southern Financial Group has hired a design firm to update its corporate identity.

LPK Inc., Cincinnati, has helped Western & Southern, Cincinnati, replace its old rounded logo with a new, “W&S” logo that uses lettering similar to that seen in cattle brands.

The new logo helps represent Western & Southern’s 120-year history while conveying a message about the company’s prosperity and progressive approach, Western & Southern says.

The company hopes to introduce the new logo throughout the organization and update some subsidiaries’ logos by mid-2008, the company says.