Nearly a year after Commonwealth Financial Chairman Joe Deitch said the firm was hard at work on a planned rebranding effort, its new look has been revealed.
Out are the six pyramids, along with the blue and gray color scheme. There are several slanted lines that look like rays of sunshine, along with plenty of green and yellow (like the colors of the Oakland Athletics and the Green Bay Packers).
“Commonwealth has always stuck out and been a bit different in the industry, and the brand didn’t fully reflect that,” said President & COO Trap Kloman, in an interview. The new brand is meant to do that for both the firm and its advisors, the executive said.
“If you like at nearly every company in our space, with the exception of maybe Fidelity, they are all shades of blue and gray,” Kloman explained. “For a variety of reasons — not just to be different — we thought [the new color scheme] resonated well in the digital environment. It’s also distinguishing.”
In addition, “We’ve wanted to evolve the brand to say, ‘We really are a broker-dealer and an RIA,’” the executive said. “And we’ve wanted to have a stronger presence in the digital world, which we believe the [new] branding accomplishes.”
The effort, announced Monday, is the first major tweaking the firm’s done to its brand since its start some 40 years ago.