The Commercial Finance Association announced that its Executive Committee has unanimously decided to invest in rebranding the association over the next 18 months.

In a press release posted on the association publication The Secured Lender the group said "the decision to re-envision the CFA name and logo including our messaging and approach to visual expression between now and the Association’s 75th Annual Convention in NYC in 2019 reflects the board’s objective to make the CFA brand more relevant to its members and to ensure that the brand reinforces our strategic direction."

In the near term no changes will take place while CFA staff, its marketing committee and branding firm Sametz Blackstone work to actively engage our membership and other participants of the CFA community in the process.

Over the coming months, Jennifer Palmer, President of Gerber Finance and Chair of the Commercial Finance Association’s Marketing Committee, along with her team and Sametz Blackstone will be engaging many of the Commercial Finance Association’s Board of Directors, Executive and Management Committee members, Education Foundation members and Chapter leaders directly in this process, which will consider multiple inputs, including the findings of our Market Sizing and Impact Study, to help shape our outcomes.