TIAA is dropping the CREF.

As part of a rebranding effort, the New York-based asset manager is changing its name from TIAA-CREF to TIAA.

“This is more than a name change; this is a game change,” said Connie Weaver, chief marketing officer at TIAA. “We stepped back and listened to the people we serve, who they are and what they need. … Our brand today is about meeting our customers wherever they are on that journey to success, and helping them meet their needs and navigate their financial lives in a simple, clear way, with straight talk instead of jargon or legalese.”

Accompanying the name change are a redesigned website and a new logo.

The company has introduced a new suite of mobile applications and reformatted account statements, emphasizing ease of use and readability.

TIAA will also launch a national marketing campaign to inform consumers of its products and services.

In 1918, the Teachers Insurance and Annuity Association was formed to replace a system of free teachers pensions provided by the Carnegie Foundation for the Advancement of Teaching. In 1952, TIAA formed the College Retirement Equities Fund to allow its participants to invest in equities.

With $854 billion in assets under management, TIAA provides financial services for clients in the academic, research, medical, cultural and government fields.