(Green Bay, WI) _ After more than a decade of growth as Archetype Group, the national award-winning graphic design and communications firm is evolving its name to simply "Arketype." The change takes effect as the company celebrates its 11th anniversary.

Under the direction of principals Paul Meinke and Jim Rivett, Arketype has grown to a staff of more than 20 associates and is recognized for its uniquely creative design approaches to building brand and issue awareness.

Along with the name change, the firm rolls out a new logo representing the Arketype brand. "We wanted to refresh our whole image," Rivett says. "We talk to our clients about the need to continually evolve. So, we're practicing what we preach about staying fresh, creative and relevant in the marketplace. And from a design standpoint, we prefer the visual and verbal conciseness of the phonetic spelling."

Arketype's newly stylized and futuristic logo is animated on the firm's Web site, symbolizing its ability to close the loop around business' marketing challenges. Arketype is on the Web at www.arketypeinc.com. The firm's home base is 126 Pine Street, Suite 301, Green Bay, Wisconsin.

©2004 Arketype Inc