Modern Marketing

Truist launches new visual identity and logo

  • The combined bank resulting from the SunTrust and BB&T merger unveiled a new look this week.
  • It pays homage to both banks' heritages but reactions were split to the minimalist look.
close

Email a Friend

Truist launches new visual identity and logo

Truist revealed a new look and feel with a signature color and modern monogram logo. The sixth largest bank in the U.S. is the result of the merger between SunTrust and BB&T.

What the new look is all about: The new visual identity represents the company’s commitment “to inspire and build a better future for clients and communities”.

  • Purple: The color purple is a distinguishing feature of the new look and is meant to represent the combination of heritage BB&T burgundy and SunTrust blue.
  • Monogram: The monogram is comprised of two T’s that mirror the Truist name and represent Touch + Technology, according to the company.
  • Typography: The lettering in the Truist logo was designed bespoke and was designed to be legible in small sizes, like being displayed on a mobile device.
Source: Truist

“This striking visual expression is not what most would expect from a financial institution, and we’re proud of that,” said Susan Somersille Johnson, chief marketing officer for Truist. “Our identity is a symbol of the merger of equals between BB&T and SunTrust, which has brought the best of both brands together to build not only a better bank, but a better future for all who engage with Truist.”

Process of designing the new look: To design its new identity, Truist worked with global brand consultancy, Interbrand.

  • The bank used focus groups, workshops and interviews to gather input from its teammates and clients regarding the new branding.
  • Truist is rolling out the new look over the coming weeks and moths to branches, digital platforms, and out of home advertising in Miami in anticipation of the Super Bowl LIV.

Reactions to the new logo: The new logo received mixed feedback on social media. Some professionals and lay people seem to understand the backstory and appreciate the design elements as they point to the new entity’s mission.

“The new Truist logo seems to be following a larger trend in design,” said Elias Manolopoulos, founder of Aeon Ads, a digital marketing agency.

“It has clear simple lines, it’s easy to understand and almost minimal. When it comes to logos it’s mostly a matter of scale. The new design has to look good in small print and on a small cell phone screen besides being memorable. I think it accurately represents the merger of two financial institutions with its purple color and the T’s inside the square that symbolize connectivity.”

Others responded that the new brand identity looked ‘generic’ or similar to other real-world items, like a circuit diagram or a belt buckle.

Others feel that the branding and logo didn’t go far enough in eliciting what consumers think and feel about the brand. “After reading the background story, it is obviously that this logo is designed for the boardroom, not the customers,” said Li Lu, managing director of creative agency LL BrandLab.

“If the new venture intends to attract millennials or any customers really, they should put the customers’ desires first and foremost, not the history of the merger.”

0 comments on “Truist launches new visual identity and logo”

Modern Marketing

‘Quick, tangible, teachable moments’: Financial literacy could be the ticket to Gen Z appeal

  • Consumers are putting more importance than ever before on financial literacy, especially Gen Z.
  • As Gen Z takes up more space in the adult population, financial literacy could be a way to get early access to a loyal user base.
Rivka Abramson | July 16, 2021
Modern Marketing

Marcus by Goldman Sachs’ “You Can Money” campaign positions the bank as Main Street’s primary account

  • A new campaign for Marcus by Goldman Sachs features actress Rosamund Pike, as the brand’s character 'M'.
  • The advertising targets the mass market with a message that Marcus is a viable primary account.
Zachary Miller | July 15, 2021
Modern Marketing

Brex’s new campaign shows a company that wants to go deeper into SMB finances

  • The campaign advertises Brex’s all-in-one finance solution that consolidates four services into one dashboard.
  • The campaign targets SMBs with a ‘less is more’ message so owners can worry less about finances and do more to grow their businesses.
Shehzil Zahid | July 06, 2021
Member Exclusive, Modern Marketing

‘You can make investing as regular as your route’: Behind Stash’s new marketing campaign against day trading

  • Stash’s marketing campaign, set to last until the end of this month, has enveloped Union Square’s subway station, spreading the message that anyone can invest, and everyone should invest long-term.
  • Stash’s marketing initiative comes in the midst of this year’s investing boom, as more people than ever are investing.
Rivka Abramson | June 23, 2021
Member Exclusive, Modern Marketing

‘I don’t need you to add a rainbow to your social media’: Daylight’s #CallMeByMyName campaign targets the American Bankers Association

  • The #CallMeByMyName campaign champions for the inclusion of trans and non-binary consumers within financial services.
  • The campaign seeks major financial institutions to redress outdated and exclusionary services and codes of conduct.
Rimal Farrukh | May 18, 2021
More Articles