A DRAMATIC REBRANDING

BEST EXPLANATION OF A BRAND

Eds. Note: We have split opinions about giving up the branding secret. Editor believes it should remain in-house to preserve the mystery of a name and allow the consumer to draw his own conclusion about what a logo really means. E. Colleague thinks all should be revealed. If you know the origin of a brand, it makes you smarter, kinda like listening to classical music.

Out of the BENELUX Region

Fortis is an integrated financial service provider in the banking and insurance markets. A dramatic rebranding occurred in March 2000, when ASLK, Generale Bank, VSB Bank and certain MeesPierson activities changed their name to Fortis Bank. At the same time, AG 1824 became Fortis AG.

The logo
The Fortis logo is composed of three elements:
Fortis symbol
This is based on the typical shape of a town or village. It represents the world around Fortis. It could stand for any community in which Fortis operates. The symbol adds emotion to Fortis's solid image. It is vibrant, powerful and innovative. It also reflects the diversity of the markets in which Fortis operates.
Fortis brand name
This adds a solid, firm and strong base, which is underlined still further by the name itself. In Latin, Fortis means strong or steadfast.

BEST NEW TITLE

Eds. Note: A foundation in ambidextrious golfing will greatly enhance your masturbatory life.

Out of EDGEWATER, Fla.

The Left Hand in the Golf Swing -- Author Explores Advantage of Ambidextrous Golfing