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New Huge Bank Holding Truist Showcases Corporate Identity

[Friday, January 24th, 2020]

The sixth largest U.S. commercial bank, Truist, has announced its new appearance, showing an extraordinary corporate color and logo.

Let it be recalled that Truist is a new huge bank holding company that emerged as a result of the merger of BB&T Corporation and SunTrust Banks, Inc. The company’s mission: «Provide distinctive, secure and successful client experiences through touch and technology».

Kelly S. King, Truist Chairman and Chief Executive Officer defined the merger as “a historic moment” for the company, and Truist as “a financial services organization created from two companies with shared values and a deep commitment to building a better future for <…> clients and communities”.

The defining color of the new brand was named Truist Purple. Such a bold choice is nothing more than a mix of the main corporate colors of BB&T (burgundy) and SunTrust (blue). The developed logo consists of two inverted letters T, which, firstly, refer to the name Truist, and secondly, mean a combination of Touch and Technology. The rounded shape of the square is supposed to demonstrate security and accessibility which are so important to customers.

“This striking visual expression is not what most would expect from a financial institution, and we’re proud of that,” Susan Somersille Johnson, chief marketing officer for Truist commented on the company’s new style. “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.”

Despite the announcement of the end of the merger of equals in early December 2019, the process will continue for about 2 years until the full transition and adjustment of all inner processes. For now, Truist will keep serving clients through BB&T and SunTrust branches, websites, mobile apps, financial advisors and relationship managers. Nevertheless, in the near future, customers will already begin to notice the new brand with its unique look around them.

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