LGsuper is to be renamed as LGIAsuper from February 2016.

The $9.50 billion fund for current and former Queensland local government employees and their spouses hopes the move will bring greater clarity to the brand, eliminating any confusion in the market with other funds and organisations.

LGIA stands for Local Government Investment Australia, and while the fund retains the existing stylised green tree icon, it will incorporate the new tagline Let’s Grow.

Bronwyn Morris, chair of LGsuper, said the positive equity gained from the fund’s 50-year history in Queensland communities remains firmly planted in its philosophy and future as LGIAsuper.

“We started taking care of our Queensland members back in 1965. For over 50 years we’ve delivered trusted superannuation, investment advice and insurance to our members so that they can achieve a dignified and enjoyable retirement,” she said.

“The latest evolution of the brand reflects the same great performance we have always offered but adds a new level of meaning to help differentiate our fund from others in the marketplace.

“The tagline Let’s Grow is our brand promise. We take this opportunity to invite our members to grow with us and share our local government heritage, and remind our existing members why they should stay with us into the future.”

David Todd, chief executive of LGsuper, said the fund would continue its tradition of being responsive and progressive in developing tools and services to help members and their financial wellbeing.

“We will still deliver secure services members can trust, and industry-leading performance that is consistently reliable. That’s what our members need the most from us in the ever-changing super environment,” Todd said.

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