Surf Broadband debuts new name, branding

Elkhart-based internet service provider Surf Broadband Solutions has completed its rebranding efforts. Along with changes to its logo, brand colors, and core values, the company says it has changed its named to Surf Internet.

Surf says the name change and rebranding efforts reflect the evolution of the company.

“This transformation reinforces Surf’s commitment to elevate the customer experience as we illuminate communities throughout the Great Lakes region,” said Chief Marketing Officer Lana Frank. “Today’s announcement is just the beginning of many more good things to come. Our team is excited to build on Surf’s foundation of a customer-first mindset and comprehensive range of business and residential internet service offerings.”

Surf says its new name more clearly communicates the company’s core service offerings. The logo’s blue arch is meant to be symbolic of connection and expansion. The company’s branding colors were updated to include hues of blue, orange, bright green, and purple.

The company has also introduced an expanded mission statement, as well as updated core values, including reliability, integrity, innovation and illumination.