Brand Identity Platform for regional Savings and Loan Institution.
With this rebrand, The regional bank required a comprehensive update the identity system for the 85 year old financial institution. The brand program included a new logo type, identity guideline, brand identity elements, lobby communication, website architecture, advertising and promotional design.
Trademark development was guided by three elements related to the bank. With their founding headquarters in Baldwinsville, NY, we look to the Seneca River for sinuous shape that carve through the village connecting the community to the outside world and relating to an "s" shape. The color blue is informed from the water and to symbolize depth and stability, important for a financial institution. The mark is placed on a rectangle that is in the same proportion of U.S. Currency. We look to the coin for the color to coordinate with blue and represent the oldest and still relevant form of coinage.
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