New Bank Logos Are More than Skin Deep
July 25, 2012 10:30 AM
(Image: Fotolia)
Clinging to the Past
(Before)
Executives at Investors Bancorp in Short Hills, N.J., first suggested a logo and name change for its thrift in 2008, but its board soundly rejected the idea due to emotional attachments.
Executives at Investors Bancorp in Short Hills, N.J., first suggested a logo and name change for its thrift in 2008, but its board soundly rejected the idea due to emotional attachments.
Times Are a-Changing
(After)
A shift from the old savings-and-loan business to a commercial bank model helped persuade Investors' board to change the name of the thrift to Investors Bank and to create a new logo.
A shift from the old savings-and-loan business to a commercial bank model helped persuade Investors' board to change the name of the thrift to Investors Bank and to create a new logo.
1960s-era logo
(Before)
Until this spring, Sterling Savings Bank in Spokane, Wash., used a logo that one marketing expert said was "blocky and reeked of the 1960s." The expert also said the logo resembled the brand for the Michigan State Spartans sports teams.
Until this spring, Sterling Savings Bank in Spokane, Wash., used a logo that one marketing expert said was "blocky and reeked of the 1960s." The expert also said the logo resembled the brand for the Michigan State Spartans sports teams.
A 'Savings Bank' No More
(After)
With more than $700 million raised from outside investors, Sterling dropped "Savings" from its name and streamlined its logo by adding gray to the color palette.
With more than $700 million raised from outside investors, Sterling dropped "Savings" from its name and streamlined its logo by adding gray to the color palette.
Sunshine State
(Before)
Before it failed in 2009 and control was transferred to John Kanas and a private equity group, BankUnited focused on real estate in the Florida banking market. That helps explain the palm tree in its logo.
Before it failed in 2009 and control was transferred to John Kanas and a private equity group, BankUnited focused on real estate in the Florida banking market. That helps explain the palm tree in its logo.
New York, New York
(After)
After its 2009 failure, BankUnited chopped down the palm tree and adopted an arch for its logo. It also completed an acquisition in New York, which isn't known for such tropical trees. Even without the palm tree, BankUnited operates more than 80 branches in Florida.
After its 2009 failure, BankUnited chopped down the palm tree and adopted an arch for its logo. It also completed an acquisition in New York, which isn't known for such tropical trees. Even without the palm tree, BankUnited operates more than 80 branches in Florida.
Close to Home
(Before)
In February 2008, First Niagara had $9 billion of assets and 117 branches, all located in the state of New York. The Buffalo, N.Y., company's logo clearly resembled a waterfall, paying homage to the natural wonder near its headquarters.
In February 2008, First Niagara had $9 billion of assets and 117 branches, all located in the state of New York. The Buffalo, N.Y., company's logo clearly resembled a waterfall, paying homage to the natural wonder near its headquarters.
Branching Out
(After)
After expanding through multiple acquisitions, First Niagara now has $36 billion in assets and about 500 branches in four states. First Niagara's logo also changed with the color yellow added and the logo no longer closely resembling a waterfall.
After expanding through multiple acquisitions, First Niagara now has $36 billion in assets and about 500 branches in four states. First Niagara's logo also changed with the color yellow added and the logo no longer closely resembling a waterfall.
