Short Takes: Salt Lake City Bank Accents Other Services

First Security Bank is telling customers there is more to banking than, well, banking.

The principal subsidiary of Salt Lake City-based First Security Corp. began changing the main signs at its branches last week. The words "Banking, Investments, Insurance" are now under the First Security logo. The marquee style essentially gives them equal billing.

The $17.3 billion-asset company, though no stranger to these businesses, is rebranding itself to call attention to their availability at branches.

"We are the same financial resource our customers have counted on for 70 years," said Spencer F. Eccles, First Security's chairman and chief executive officer. "We are simply making an important philosophical change. Our goal is to show customers that our professionals can help manage every area of their finances."

For reprint and licensing requests for this article, click here.
MORE FROM AMERICAN BANKER