LPL Financial kicked off its yearly Focus conference Sunday in San Diego with a new twist to its brand.
The independent broker-dealer says its new "visual identity is designed with a modern look and approachable style that reflects the breadth of LPL's client-focused services and wealth management solutions," according to a news release.
The development comes more than three years after it tinkered with its brand and added a "Feel Free" slogan to it.
LPL's Focus event is set to have close to 9,000 attendees — including financial advisors, employees and sponsors — and will include about 200 breakout sessions, according to the firm.
Topics at the event, which runs through Wednesday, include artificial intelligence, behavioral finance, estate planning, client segmentation and marketing. Some of the event's keynote speakers are Olympic medalist Apolo Ohno and former NFL Super Bowl champion Jon Dorenbos, who also was a two-time Pro Bowler.
A registration desk for LPL Financial's Focus event at the San Diego Convention Center on Aug. 11. 
