Truist, the new company formed from a merger of BB&T and SunTrust, revealed its all-new brand identity today.
As the country’s sixth-largest bank, Truist has a vision to make financial services better by leading with purpose, delivering an experience defined by advanced technology and a personal touch, and creating impact on their clients, teammates, and communities.
The new identity we created for Truist centers on Truist Purple, a color that represents the merger of equals by combining the burgundy of BB&T and the blue of SunTrust.
The powerful logo is comprised of a unique monogram made of two Ts that echo the Truist name and represent tech and touch, “which define the distinct experience Truist is creating,” says Chris Campbell, Executive Creative Director of Interbrand New York. The two Ts are enclosed in a square that represents trust and security, with rounded outer corners that make it approachable and distinct.
The wordmark puts the Truist name front and center in custom letters created by a master typographer. The generous letter-spacing conveys access and openness, while the unique curved leg of the “R” moves the eye from left to right, evoking a sense of momentum toward the future.
“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.”
In partnership with Truist we gathered input from teammates and clients through focus groups, workshops and interviews as part of a rigorous and research-based process to develop the brand identity.
Truist and the Atlanta Braves announced that SunTrust Park will be renamed Truist Park as a continuation of its naming rights partnership with the Braves. Interbrand worked closely with Truist and the Braves to create the Truist Park logo, which will be in place in time for Opening Day of the 2020 season in March, with the full rebrand of the stadium complete by Opening Day of the 2021 season. In the weeks and months to come, Truist clients will gradually see more of the Truist brand – on digital platforms, in branches and out-of-home advertising in Miami this February for the Big Game. The transition to the full Truist experience will occur as systems are integrated over the next 18-24 months.
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Truist Financial Corporation (NYSE: TFC) is a purpose-driven company dedicated to building a better future for its clients, teammates and communities. With 275 years of combined BB&T and SunTrust history, Truist is one of the nation’s largest financial services holding companies offering a wide range of services including retail, small business and commercial banking; asset management; capital markets; commercial real estate; corporate and institutional banking; insurance; mortgage; payments; specialized lending and wealth management. Headquartered in Charlotte, North Carolina, Truist serves approximately 10 million households with leading market share in many high-growth markets in the country. Truist Bank, Member FDIC. Learn more at Truist.com.
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