Massachusetts bank rebranded to reflect national push

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Provident Bancorp in Amesbury, Mass., has rebranded its bank.

The $1 billion-asset company said in a press release Tuesday that Provident Bank had been recast as BankProv. The company said the new brand reflects the bank’s growing nationwide presence and increased use of technology.

Provident said it began looking at a new brand last year to address confusion with other banks as it added niche businesses and entered new markets. The company replaced its green, oval-shaped logo with black letters and a magenta period.

The company said it had created a new website, online banking theme and mobile app to tie into the rebranding.

The old logo “served us well for more than 20 years,” Dave Mansfield, the company’s CEO, said in the release.

“The timing is right to showcase our growth and transformation by updating our brand,” Mansfield added. “The rebranding process was a collaborative effort, thoughtfully and sometimes painstakingly cultivated by our employees, clients and stakeholders.”

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