Heartland Financial USA in Dubuque, Iowa, has a new corporate brand.
The $18 billion-asset company said in a press release Wednesday that it will now be known as HTLF. The name is consistent with the company’s stock symbol.
“HTLF honors the company’s rich history and reflects our continued growth,” Bruce Lee, the company’s president and CEO, said in the release.
HTLF’s tagline — “Strength. Insight. Growth.” — represents “what we bring to our customers and what our unique business model and geographically diverse footprint brings to our shareholders,” Lee added.
Heartland operates a number of banks that continue to use their own brands.
The corporate name change had “tested positively with multiple stakeholders — employees, customers and investors,” Chief Marketing Officer Laura Hughes said in the release.
The branding “is featured in our annual report and will be highlighted during our company annual meeting in May,” Hughes added.
