Lurie Besikof Lapidus & Company of Minneapolis (FY15 net revenue of $26 million) has changed its name to Lurie as part of a re-branding effort.
The change comes as the firm celebrates its 75th anniversary, which is marked by a legacy of leadership from the founders’ fourth and fifth generations.
“We’re moving into our next 75 years year with a new name while holding fast to the entrepreneurial spirit, resourcefulness, integrity and dedicated service that have defined our firm since it was founded in 1940,” said MP Beth Kieffer Leonard.
The name change comes in conjunction with a redesign of the company’s identity by Minneapolis-based design firm Yamamoto. “We want our brand to communicate the blend of agility, resourcefulness and tailored approach we take as strategic advisers,” says Leonard in a statement. “Our founders and the generations before us would be incredibly proud that we have lived up to the standards they set. Now it is our turn to pay it forward.”