Latitude Signage + Design, formerly ASI Signage Latimer Group, has announced a rebranding effort. Effective April 1, the company has updated its name, logo, and website to better reflect its services in planning, design, manufacturing and installation of architectural signage. According to a news release, the rebranding is part of the company’s commitment to helping clients navigate complex environments and improving user experience. Latitude Signage + Design was previously part of the franchised architectural signage company ASI Sign Systems and is now independent and led by CEO Michael McKeag. Latitude manufactures its signs in Grinnell and serves customers in Iowa, Nebraska, Illinois and Colorado.