Rydex Investments is betting on a new branding campaign to gain a wider reach in the market. The Rockville, Maryland-based fund firm has adopted a new tagline, "Essential for Modern Markets," which it said highlights its role as an innovator operating within a conservative industry.

Rydex said the rebranding had been in the works for two years and covered two phases, the first of which involved refining its positioning, while the latter dealt with the implementation of the new brand look across its marketing materials.

Apart from the new tagline, the rebranding has also yielded a change in the firm’s logo. More than 200 marketing materials were revamped to reflect the firm’s new identity.

Rydex had enlisted San Francisco marketing agency Mortar to develop its new brand look.

"We now have a unique new marketing communications platform designed to differentiate the firm as a dynamic and refreshing alternative to business-as-usual," said Dawn Kahler, vice president of corporate communications at Rydex, in a statement.

The firm plans to unveil its new Web site and ad campaign in the coming months. 

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