Heartland Financial rebrands

Heartland Financial USA is rebranding as HTLF, the same letters as its stock ticker symbol.

The Dubuque, Iowa, company also unveiled a new logo, tagline — “Strength. Insight. Growth.” — and value proposition: 

HTLF’s unique model powers its banks with technology, efficiency and strength. Decision making is local and focused on customers and relationships. This is community banking with the scale to compete at any level.

“HTLF honors the company’s rich history and reflects our continued growth,” said Bruce K. Lee, president and CEO of the $18 billion company. “Strength. Insight. Growth. It’s what we bring to our customers and what our unique business model and geographically diverse footprint brings to our shareholders.”

HTLF operates 11 charters in as many states in the western half of the country, spanning from Wisconsin to Texas and Illinois to California. Most recently, it acquired AimBank in Texas.

Dubuque firm Gigantic Design partnered with HTLF on the rebrand, which launched to employees in March prior to wider rollout.  

“HTLF brings our future to life and captures where we’re going. It reinforces the strength and stability of our company and our banks,” said Laura Hughes, executive vice president and chief marketing officer.