The merger that redefines banking

Delivering visonary finance experiences

Truist, the merger of SunTrust and BB&T banks, had ambitions to makefinancial services better – and to do it, they needed an identity that wastrustworthy and visionary.​

Created from the merger of BB&T and SunTrust,Truistaims to make impactby leading with purpose and delivering a financial experience that balancespersonal touch and advanced technology. Ƶ worked with them todefine this new brand—its strategy, story, name, and identity.

Keeping Trust at the center of the brand

The logo leads with a wordmark that puts the Truistname front andcenter.As an invented word, the new name looks to the future while feelingfamiliar—it’s inspired by a commitment to being true, and the brand’sheritage of trust.

It’s complemented by the monogram, made of two T’s that echo theTruistname and represent the defining elements of touch and tech. They’resurrounded by a square with rounded corners that conveystrust, yetfeelsapproachable. That ties to the generous letter-spacing of the wordmark(created by a master typographer), which conveys access and openness.The unique curved leg of the “R” moves the eye from left to right, evoking asense of momentum toward the future.

Balancing innovation and purpose through distinct brand design

The brand’s signaturecolor,TruistPurple, was designed to stand apart fromcategory conventions. It also nods to the merger of equals by combining theburgundy of BB&T and the blue of SunTrust.

TruistTrio, the proprietary typeface, rounds out the toolkit for the new brand.It was designed to be fluid and intuitive to read, with a bit of the expressiveflair and warmth that define the brand.

Together, they add up to an identity that represents the balance ofinnovation and purpose at the heart ofTruist– helping clients, teammates,and communities thrive, while redefining the future of the financial industry.

Media Response





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