Portfolio has rebranded with an updated logo designed to reflect strength, innovation and growth.

Portfolio announced its first brand redesign since the company’s founding in 1989, unveiling an updated logo designed to reflect the company’s position as a leading national reinsurance and F&I provider and administrator.

President and CEO Brent Griggs said Portfolio’s new look was several years in the making. The rebrand followed the 2020 acquisition of Strongsville, Ohio-based National Automotive Experts (NAE) and NWAN and a creative partnership with Trifactor, a Fort Lauderdale, Fla., digital marketing agency.

“Our ‘legacy’ look and feel served Portfolio well for more than 30 years, but our brand had to evolve with our company and the industries we serve,” Griggs said. “With input from key stakeholders at every level, Trifactor was able to deliver a brand identity that celebrates our history and embraces the future.”

Chief Sales Officer David Neuenschwander said the essential elements of the Portfolio brand — a compass icon and the company’s signature purple-and-gold color scheme — were purposely preserved, with the focus of the redesign on updating and sharpening the company’s image. “Our aesthetics may have changed, but our rich history and our position as an industry leader have not,” Neuenschwander said. “The Portfolio compass continues to guide the way over calm and troubled seas alike and the bolder wordmark reflects the strength, innovation and growth that has defined Portfolio from the very beginning.”