Truist unveiled its new logo on Monday — two sideways T’s inside a square box. The monogram represents touch and technology, the bank said, while the square symbolizes trust.
Does it work artistically? I’ll leave that to the designers. But the roll-out couldn’t have come soon enough, given how many people ask me “who?” anytime I mention the bank. The name Truist remains obscure and a bit baffling. What does it mean? (Hint: It’s doesn’t appear in the Oxford dictionary.)
Bank of America is obviously a bank in America. Wells Fargo was named after its two founders. Truist doesn’t have that advantage. The name has left some observers a little uneasy. A few wondered whether it was a typo.
Truist is what came out of the SunTrust and BB&T merger, official as of a few weeks ago. The mashup, based in Charlotte, N.C., creates the nation’s sixth largest commercial lender, and the third largest in the Tampa Bay area measured by deposits.
Truist’s leaders called the logo bold, a “visual identity (that) further signals the company’s commitment to inspire and build a better future for clients and communities.” They dubbed the color “Truist purple.”
“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.
The logo appeared to be going over better on social media than the name did last summer. That’s to say, the reaction was mixed, instead of nearly universally panned. The bank does appear to have avoided any truly embarrassing missteps with the logo, at least so far.
Many well-known brands have run into trouble after unveiling a new logo. Remember when Pepsi released its round red, white and blue globe in 2009? It was turned into a plump man in images that circulated around the globe, a comment on what can happen if you drink too much of the sugary soda.
Verizon’s nonsensical swooshed V often makes the list of worst logos. The London Olympics 2012 logo was incomprehensible.
Some are unintentionally creepy, like the logo for the Catholic Church’s Archdiocesan Youth Commission created in 1973. It appeared to portend the child molestation scandals that rocked the church in recent decades.
Others are more comical. Comprehensive Health Care released one that included a home hugging itself. As one observer wrote: “I do believe I just walked in on this home while it was undressing.”
Mont-Sat’s logo included a satellite dish that appeared to be having too much fun. A sign for a Transportation Security Administration checkpoint appeared to indicate the traveler might get more than the usual pat-down. A-Style released a logo that left the viewer wandering if it was promoting intimate services instead of Italian clothing.
Truist’s logo seems far more straight forward. The company plans to switch the signs at SunTrust Park, home of the Atlanta Braves, on Tuesday. The logo should show up on SunTrust and BB&T buildings in our area later this year. Don’t be surprised to have the name and logo drilled into your conscience over the next 18 months.
In 1998, “Google” sounded silly. Now it’s a verb. Truist might grow on us, too.