After undergoing a merger, Citizens Bank realized the need to reposition their brand. They wanted to be conveyed as a “trusted neighborhood bank” and part of the communities they served. Their tagline “moving you ahead” also needed to be incorporated into their new look and feel. After conducting some secondary market research and gaining insight from key bank executives, we came back with a broad range of concepts incorporating varied graphics and color palettes, each consistent with the creative brief. The final logo (below) was chosen and refined to reflect warm, welcoming colors paired with a unique icon that offered movement and perspective.