Codigo | Digital Signage for the Financial Industry

10 Logos From Big Banking Brands Redesigned by The Financial Brand

To stay fresh and relevant, modern brands need to update their logo on a regular basis — every 5-15 years. Here are 10 bank and credit union logos that could benefit from a redesign.


1_state_employees_credit_union


2_popular_community_bank


3_navy_federal_credit_union


4_penfed_credit_union

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5_new_york_community_bank


6_united_bank


7_fifth_third_bank

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8_astoria_federal_savings


9_mt_bank


10_commerce_bank


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Comments

  1. Hal Sneed says:

    Nice work – hopefully these institutions don’t just lift your designs without a fee!

    Don’t branding projects usually command well into the six figures?

  2. Great work, I really like the more modern look of several of these. Associates at my bank are always wanting us to update the logo (which we have not) so it is fun to see some great examples of what can be done.

  3. I really like most of these suggestions. In fact, there were only a couple that I didn’t prefer. I wish we could rebrand and redesign our logo. I also think it holds us back from expanding beyond our current market or gives the impression of being small.

  4. I don’t know if I agree with the top three.
    Especially Navy and State. They are, in my opinion, the IBMs of the credit union world. They don’t need to be flashy or modern because they have such a great reputation and history.

    And caution to all of you thinking of “rebranding” it does cost a crap load, creates a distraction to your real business, and can’t change your reputation.

  5. Denise, IBM has updated its logo many times throughout the years. You cannot find a single brand that’s been around for 75+ years that hasn’t changed its logo at least once (if not 5 times).

    Some people just hate change no matter what, even changes for the better.

  6. First off, I’m blown away by the redesigned logos. Don’t FIs pay, like, hundreds of thousands of dollars to get agencies to do that for them? I’m with Hal — hope nobody rips off any of the designs.

    Second, I’m kind of hung up on Denise’s comment regarding Navy and State being the “IBMs of the credit union world.” The connotations of “IBM” range the gamut from “big stodgy corporation” to….I don’t know, lots of other perceptions and connotations. Is that really what Navy and State are going after? To be seen as the “IBM of the CU world”?

  7. With all the bank mergers and changes that are happening now (albeit slowed down a bit) I actually enjoy seeing some stability now and then with the designs. Clearly companies need to freshen up their brands, but at times it seems like a “LOOK AT ME!” cry.

  8. It’s true that rebranding at the scale of these institutions will command a six-digit price tag (which goes beyond just logo design but is still a hefty sum). However, it is the smaller community brands that can often use a refresher even more urgently. As Bruce says, a rebranding can and often should open new doors, new markets, and new energy within the existing market. We have done bank rebranding for the low 5 digits, which is more appropriate to smaller institutions and the change is remarkable.

    Great conversation pieces!

  9. Is an “empty bank” really a positive? May need to keep the ampersand for M&T…

    Otherwise, great work!

  10. Um, MT Bank = “Empty” Bank. Not exactly the message a financial institution wants to promote. There’s a reason the ampersand is there. And there’s a reason agencies have copy writers and linguists on staff: to avoid embarrassing potential design fails like this. Good thing this is just for fun.

  11. Speaking of design and graphic elements – your ‘numbering system’ on this post over-whelmed the entire article!

    Makes it a little difficult to focus on the logos when you can’t avoid the GIANT RED CIRCLE NUMBER(S)

  12. I’d be curious to see what the marketing execs at these institutions thought about the logos. I think any designer can make things look pretty. But were the logos developed strategically? Are they unique and singular? Do they establish a visual core message that meets the brands position or future positioning? Not sure. But they look pretty.

  13. You’re absolutely right, Dan. Fair points, all the way around. No, there was no strategy or client input into these logos. The point of the redesigns isn’t to say, “The old one is ugly and the new one is better because it’s pretty.” The central theme of the piece is all about consumer perceptions. The new designs are shown simply to illustrate how an organization might be perceived differently if it had a different logo. By no means would The Financial Brand recommend a logo be redesigned simply to make it prettier. There is a lot that should go into a proper logo design project, and you outlined a few of the key criteria — message and strategy being the two biggest.

    Think of the article this way — using clothing as a metaphor for how style impacts people’s perceptions… The Financial Brand picked a few people out of the crowd, then just grabbed a pile of new clothes and threw them on. “Here, try this. See how you look? Different, huh?” It doesn’t cost anyone anything, and maybe they hate every outfit that was picked out for them. But hopefully everyone else in the crowd thinks, “Some of those looked pretty good. Maybe we should try a makeover.”

    The purpose isn’t to deride anyone’s logos, or to show off with fancy new designs. The purpose (of this article and this site), is to get financial marketers thinking: “Is this something we should consider for our organization?” The new logos designs are purely illustrative, not prescriptive.

  14. This is hilarious. I just recently started at United Bank and thought the logo was ridiculously dated. I literally Googled “bank updates logo” to see if any other banks had recently updated their logos and I find this article criticizing UBI’s logo. Hilarious and vindicating.

  15. the last few years you see that every big firm is changing their logo. I don’t know if its a trend or something else, but it’s great to see all the redesigns!

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