Truist
The merger that redefines banking
Delivering visonary finance experiences
Truist, the merger of SunTrust and BB&T banks, had ambitions to make听financial services better 鈥� and to do it, they needed an identity that was听trustworthy and visionary.鈥�
Created from the merger of BB&T and SunTrust,听Truist听aims to make impact听by leading with purpose and delivering a financial experience that balances听personal touch and advanced technology. 厂妹视频 worked with them to听define this new brand鈥攊ts strategy, story, name, and identity.
Keeping Trust at the center of the brand
The logo leads with a wordmark that puts the Truist听name front and听center.听As an invented word, the new name looks to the future while feeling听familiar鈥攊t鈥檚 inspired by a commitment to being true, and the brand鈥檚听heritage of trust.鈥�
It鈥檚 complemented by the monogram, made of two T鈥檚 that echo the听Truist听name and represent the defining elements of touch and tech. They鈥檙e听surrounded by a square with rounded corners that conveys听trust, yet听feels听approachable. That ties to the generous letter-spacing of the wordmark听(created by a master typographer), which conveys access and openness.听The unique curved leg of the 鈥淩鈥� moves the eye from left to right, evoking a听sense of momentum toward the future.
Balancing innovation and purpose through distinct brand design
The brand鈥檚 signature听color,听Truist听Purple, was designed to stand apart from听category conventions. It also nods to the merger of equals by combining the听burgundy of BB&T and the blue of SunTrust.鈥�
Truist听Trio, the proprietary typeface, rounds out the toolkit for the new brand.听It was designed to be fluid and intuitive to read, with a bit of the expressive听flair and warmth that define the brand.鈥�
鈥�Together, they add up to an identity that represents the balance of听innovation and purpose at the heart of听Truist听鈥� helping clients, teammates,听and communities thrive, while redefining the future of the financial industry.
