Desjardins-Laurentian Financial Corp., the holding company for Desjardins Group, has announced it will change its name to Desjardins Financial Corp. and adopt a new logo.

The switch is intended to place greater emphasis on the Desjardins brand name and highlight company’s affiliation to Desjardins Group.

The name change was announced Sunday by Alban D’Amours, board president and C.E.O. of Desjardins Group and Desjardins Financial Corp., and Monique Leroux, president of Desjardins Financial Corp. and C.E.O. of its subsidiaries.

The change is part of a Desjardins Group brand realignment that aims to make Desjardins the sole corporate brand and logo, making all components of the Group instantly recognizable.

“The name Desjardins Financial Corp. is a better reflection of the group’s new operating environment. Among other things, our new identity will make it easier for us to develop markets in Canada, by positioning the Desjardins brand more clearly as a reference point for specialized financial services,” said D’Amours.

Desjardins Financial Corp. is a financial services holding company, with its head office in Montréal. Its subsidiaries include Desjardins Financial Security, Desjardins Group General Insurance, Desjardins Specialized Financial Services Management, Elantis Investment Management and Opvest.