Comments on: Vowels in, consonants out as bank renames

By: Trey Reeme

Trey Reeme — Mon, 28 Jul 2008 15:34:17 +0000

I thought I was reading my feed for The Onion when I saw this.

By: Morriss Partee

Morriss Partee — Thu, 24 Jul 2008 18:18:40 +0000

One of the most interesting abbreviations is TransWorld Airlines (four syllables) becoming TWA. Yes, TWA is only three letters, but it’s five syllables long. This points out that flow is as, or more important than strictly the number of syllables. And more vowels often makes for a more flowing name.

By: Jeffry Pilcher

Jeffry Pilcher — Thu, 24 Jul 2008 16:09:15 +0000

One more final thought. Whatever the old name was (CBoF/FBoC), it’s a mouthful.

There may be the same number of syllables in the two names, but SierraVista is shorter (by 6 letters) and looks more “sleek.”

By: Jeffry Pilcher

Jeffry Pilcher — Wed, 23 Jul 2008 22:34:54 +0000

Hi Greg. Thanks for the comment.

Agreed, the new name does have more fluid and flowing vowel sounds. But the strategic question I originally posed still applies: Are more “vowel sounds” better? It seems subjective. (And you’re right by the way, I don’t sing.)

Granted, your reflections on the phonetic pros and cons of the two names are secondary to the real reason for the name change. The geographically limiting nature of the old name is an excellent reason to change names, and quite common in the financial industry. The vowel/consonant thing is – quite literally – rhetorical.

Objectively speaking, the new name is shorter and therefore (arguably) more memorable. These are rationale points I was surprised I didn’t see anywhere.

To be clear, I like the new name. It is a nice improvement and big step forward. I also like the strategy where you’re keeping logo elements and colors in place. It preserves part of your history, and helps make the name transition flow a little more smoothly – especially for existing customers who might otherwise ask if you were bought out.

From a design perspective, I like the new logo much better. It’s footprint is much more manageable than the severely horizontal one for CBoF.

Regarding the misprint on your old name in my article, that was a quote directly attributed to you by Mark Anderson in the Sacramento Business Journal.

By: Greg Patton

Greg Patton — Wed, 23 Jul 2008 20:59:04 +0000

Hi: Liked the article. First, you obviously don’t sing – more vowel sounds in the new name.
Second, and more importantly, even you didn’t get the old name right in the quote above – and that is the point.

Thanks for noticing,

Greg Patton, President and CEO
Commerce Bank of Folsom, soon to be Sierra Vista Bank.