Branding

The 81-year-old Metamora State Bank renamed itself Bank419 to better align its brand with its business after years of regional expansion.

Berkshire Hills Bancorp and Brookline Bancorp are eyeing a September closing for their merger of equals, to be followed by a phased rollout of the new Beacon Bank & Trust brand.

When TD Bank launched an audio brand identity across its communication channels early this year, the new jingle triggered a surprising reaction from consumers using the firm's ATMs.

The bank is trying to reach women and investors from groups that wouldn't traditionally have done business with the white-shoe firm in years past, Alice Milligan said on a marketing panel.

The name change is being timed to the closing of the bank's sale to investors later this summer. Following an earlier acquisition, the bank's name was changed from EverBank to TIAA Bank in 2018.

Alaska USA Federal Credit Union, the 18th-largest credit union in the country by assets, said the new name better reflects its worldwide member base.

Credit Suisse is considering reviving the First Boston brand name as the Swiss lender seeks ways to boost the fortunes of its beleaguered investment bank, according to people familiar with the matter.

The social network, now called Meta Platforms, is buying the South Dakota bank's name for $60 million.

The tax preparation company, which is building out its own financial services business, says Square's new brand "would improperly capitalize on the goodwill and consumer trust cultivated by [H&R] Block since 1955."

The banking industry is now enjoying a "strong" reputation overall, after building on gains made at the height of the pandemic. Here's who stood out and why.

While most financial institutions have been focused on upgrading their digital channels, Andrews Federal Credit Union in Maryland listened to its customers and modernized its newest branch. Among the new features are video teller machines, touch screens offering online and mobile banking tutorials and a game area for children.

The change reflects the name of the Susser family, which bought the bank in 2018.

Now known as Alltrust Credit Union, the Fairhaven, Mass.-based institution serves more than 14,000 members across New England.

The Iowa company, which operates a dozen individually branded banks, now has a name that matches its stock symbol.

The new name is meant to position the credit union as a leader in technology and service.

The credit union service organization's newest chief executive took the helm April 1 and a new name for the company will debut in June.

Wells Fargo is dropping the Abbot Downing name for managing ultrarich clients’ money as wealth and investment management head Barry Sommers remakes the unit.

The onset of COVID-19 forced the industry’s largest trade group to put its Open Your Eyes campaign on hold, but nearly a full year later it’s still struggling for industry buy-in.

The decision comes after a decade in which several U.S.-based institutions elected to drop the words "credit union" from their branding.

The new name is the first major change since Dennis Zember became the company's CEO last year.