H&R Block, Kansas City, Mo., introduced its first new corporate identity in 25 years as part of efforts to focus on its non-tax businesses. The new identity, from Landor
Associates, San Francis-co, includes a new logo and new names for its brokerage and e-commerce units. Olde Discount Brokerage was renamed H&R Block Financial Advisors; the e-commerce unit becomes H&R Block e-Solutions. The changes will be highlighted in an ad campaign breaking next January from Campbell Mithun
, Minneapolis. Separately, Block hired VML
, Kansas City, as interactive agency, succeeding Nicholson, New York. The interactive assignment was the last piece left unassigned in the $100 million account review begun in April.
Copyright August 2000, Crain Communications Inc.