Case Study Archives: Pentegra - changing FIRF and FITP into a memorable brand

For 50 years, a relatively unknown group of companies provided a full range of retirement plan solutions directly to the financial community. "Financial Institutions Retirement Fund" and "Financial Institutions Thrift Plan" asked BrandLogic to help transform its extremely long and complex set of company names into a concise, modern, and practical umbrella brand. The new brand needed to eliminate the then-current need to abbreviate the names to "FIRF" and the completely unpronounceable "FITP."
    Advised by naming consultant Tony Spaeth, FIRF fused "integrity" to the company's core business of pensions to become Pentegra. The resulting uniquely designed wordmark represents a strong, classic, yet contemporary visual identifier. The program was implemented across stationery, print ads, collateral, and the annual report.
    Today, Pentegra is America's leading provider of retirement plan services for community banks.