Broker group Steadfast has revitalised its brand before its planned Australian Securities Exchange (ASX) listing next May.

The move is in preparation for an “awareness movement” starting next February, which aims to raise the company’s profile among consumers.

Steadfast Executive Chairman Robert Kelly says the changes are an “evolution” of former branding.

The new company livery was unveiled at the recent National Insurance Brokers Association Convention last week.

The Steadfast name remains in black but has been softened from upper case to a more rounded, predominantly lower case text.

The logo remains in blue but the triangles have become chevrons to indicate forward and upward movement.

The company will also launch a new website by the end of the year to back up the awareness campaign and ASX listing.

“The new brand will take us into the future, ready for our impending ASX listing next year,” Mr Kelly said.

The awareness campaign aims to promote the benefits of choosing a Steadfast broker, highlighting the company’s position as the largest broker network in Australia.

Steadfast has also introduced a new quality assurance program, “Steady ON”, to maintain brokers’ service and knowledge.

The rebrand follows last week’s news that former QBE CEO Frank O’Halloran will become Steadfast chairman from October 27, with Mr Kelly to become MD and CEO.