In June 2019, BB&T Corporation (NYSE: BBT) and SunTrust Banks, Inc., (NYSE: STI) announced Truist as the name for their merger of equals. Just this week the bank revealed its new logo and identity.

When the name was announced in June, TheFinancialBrand.com reported heavy criticism. Some people have said it makes them sound drunk when they say the word, according to an article. Speculation went so far as to suggest the two banks might start from scratch with a brand new identity.

The company persevered, and following the complete merger between BB&T and SunTrust in December 2019, they declared a bold new look and feel with a signature color and modern monogram logo. The visual identity further signals the company's commitment to inspire and build a better future for clients and communities, according to a company news release.

"As a brand, we will innovate and redefine the client experience, making Truist the most client-centric financial services company," said Dont Wilson, chief digital and client experience officer for Truist. "Our visual brand identity speaks to the importance of human touch and dynamic technology in delivering trusted solutions to our clients, and is a powerful depiction of our commitment to building the future of finance."

Building the brand

Truist Purple, the defining color of the new brand, is the combination of heritage BB&T burgundy and SunTrust blue. With the help of human behavior experts, Truist fashioned a signature color that stands out as rich, bold and distinctive, yet warm and inviting, according to the release.

The monogram is made up of two T's that mirror the Truist name and represent Touch + Technology. Beginning with the stable and familiar shape of a square, Truist then rounded its corners to demonstrate the security and accessibility that the digital world of today expects.

"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."

Now the sixth-largest U.S. bank holding company serving more than 10 million households in the U.S., including local branches in Muncy and Williamsport, Truist says they are building on 275 years of combined history and culture.

In the weeks and months to come, says Truist, clients will soon see more of this bold new look on digital platforms, in branches and out-of-home advertising in Miami leading up to the Superbowl being held there.

For now, Truist says they will continue to serve clients through their respective BB&T and SunTrust branches, websites, mobile apps, financial advisors and relationship managers. The transition to the full Truist experience will occur as systems are integrated over the next 18-24 months.

Excerpt from:
New Truist logo revealed this week | Business - NorthcentralPa.com