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North Star Resource Group announces brand refresh

A new logo and look has been unveiled, while North Star’s name, mission, purpose and values will remain unchanged.

MINNEAPOLIS — North Star Resource Group, a Minneapolis-based financial services firm with over 300 financial advisors and team members, has unveiled a new company logo, look and website design. The changes, a brand refresh, come after over 30 years of continuous use of the previous logo.

“This brand refresh signifies where North Star Resource Group is today—a company with over a century of experience, yet also a company in tune with the world today and with what our clients want out of their experiences with us,” said CEO Ed Deutschlander. “We are growing and evolving, while still staying true to our mission, values and purpose of ‘Changing Lives, Forever®.’”

The new logo and look was officially unveiled at North Star’s 2017 Summer Summit, held July 19 – 21 in Minneapolis, with over 200 North Star advisors and team members in attendance. North Star embarked on the journey to refresh its logo and look more than a year ago, taking into consideration the extensive feedback of individual advisors, team members, and members of the leadership team. The logo and look ultimately selected retains the image of a star, the focus of the previous logo, while also incorporating checkmarks. The checkmarks have multiple meanings, most notably symbolizing clients following the steps of a financial strategy, financial advisors staying true to their recommendations, and also illustrating the multiple resources that make up North Star Resource Group—from Disability Insurance to Wealth Management to Employee Benefits and more.

The new logo and look will be reflected upon all marketing materials and mediums, including on the corporate website. The website,, was updated with design changes to reflect a more modern and user-friendly look, in addition to updated content and information on many webpages.

“We had been looking for something that fully captured the North Star spirit, elevated our brand in the eyes of our advisors, clients, prospects and potential candidates, and most importantly, symbolized what we do,” said Lacey Sand, Director of Marketing. “Our final logo is a universal image that brings a new age edge to our firm, but also is professional and accurately reflects what we do.”

North Star Resource Group has grown from a small, one-office location in St. Paul, MN in 1908 to a firm with over 40 offices in 22 states today. Led by CEO Ed Deutschlander, North Star now serves over 120,000 clients and offers a variety of wealth management and risk management strategies. North Star was the 2015 Winner of the Better Business Bureau’s Torch Awards for Ethics, listed in Minnesota Business magazine’s 2015 Best Companies to Work For, listed in the Star Tribune’s 2016 Top Workplaces, and the winner of Minnesota Business magazine’s 2016 Community Impact Awards—Best in Class: Midsize Company.

For more on North Star Resource Group, visit

About North Star Resource Group
North Star Resource Group is a Minneapolis-based financial services firm that provides both individuals and businesses with the resources to help create, preserve and protect their wealth. North Star has more than 150 full time advisors and over 150 employees. In a network of over 40 offices in 22 states, they have contributed to the financial security and well-being of over 120,000 individuals and small businesses**. To learn more about North Star Resource Group, visit

Awards are based primarily on criteria relative to leadership, achievement, recruiting, management practices, community service, team unity and education. Sales are not a consideration. There is no fee associated with this award. Companies must be in good standing with the Better Business Bureau for consideration. Working with this advisor or firm is not a guarantee of future financial results. Investors should conduct their own evaluation.

**Data as of 12/31/2015

For Immediate Release

Kristen Bernsteen
North Star Resource Group


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