New identity for H&R Block

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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.

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