As the country’s sixth-largest bank, Truist has a vision to make financial services better by leading with purpose, delivering an experience defined by advanced technology and a personal touch, and creating impact on their clients, teammates, and communities. The new identity we created for Truist centers on Truist Purple, a color that represents the merger of equals by combining the burgundy of BB&T and the blue of SunTrust. The powerful logo is comprised of a unique monogram made of two Ts that echo the Truist name and represent tech and touch, “which define the distinct experience Truist is creating,” says Chris Campbell, Executive Creative Director of Interbrand New York. The two Ts are enclosed in a square that represents trust and security, with rounded outer corners that make it approachable and distinct. The wordmark puts the Truist name front and center in custom letters created by a master typographer. The generous letter-spacing conveys access and openness, while the unique curved leg of the “R” moves the eye from left to right, evoking a sense of momentum toward the future. “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.” In partnership with Truist we gathered input from teammates and clients through focus groups, workshops and interviews as part of a rigorous and research-based process to develop the brand identity. Truist and the Atlanta Braves announced that SunTrust Park will be renamed Truist Park as a continuation of its naming rights partnership with the Braves. Interbrand worked closely with Truist and the Braves to create the Truist Park logo, which will be in place in time for Opening Day of the 2020 season in March, with the full rebrand of the stadium complete by Opening Day of the 2021 season. In the weeks and months to come, Truist clients will gradually see more of the Truist brand – on digital platforms, in branches and out-of-home advertising in Miami this February for the Big Game. The transition to the full Truist experience will occur as systems are integrated over the next 18-24 months.
The Internet of Things (IoT) is changing the ways we live, work, and play. However, the proliferation of competing technology ecosystems has caused confusion for consumers, and complications for developers. When you buy a device, how will you know it works with your other products? Over 180 companies of all sizes and from across the IoT value chain, including major technology leaders, have come together under the Connectivity Standards Alliance to develop and promote the adoption of a new, industry-unifying connectivity standard. This new connectivity standard promises to deliver new levels of simplicity, reliability, and interoperability for the IoT – the kind of clarity that Bluetooth and Wi-Fi brought to audio and internet connectivity. Our challenge was to help Connectivity Standards Alliance define the underlying technology and create a brand that could withstand the test of time. The goal was to create a name, symbol and visual expression to signal that the new foundation of IoT connectivity has arrived.
Design Week, 05/11/2021
Microsoft had been working on the next generation of digital collaboration tools long before the pandemic hit. The surge in remote work that happened as a result accelerated the need for this innovation. As a long time partner of Microsoft, they engaged us to prepare the foundations of the brand for the market, to help define the brand architecture and positioning, and to create the name and naming system for this new offering. Our approach consisted of exploratory qualitative customer research, collaborative strategy creation, several rounds of name generation, and culminated in a final name, validated through quantitative research. A particular point of pride on this project: the internal brand promise – “Here can be anywhere” - was so captivating it ended up being used as the customer facing tagline. Microsoft Mesh was the lead announcement in CEO Satya Nadella’s keynote at Microsoft’s Ignite conference in March 2021.
Innovation Stories, 03/02/2021
Forging iconic moves for brands through strategy and creativity
Interbrand has been the world’s leading brand consultancy, for over 40 years – having pioneered iconic work and forged many of the brand building tools that are now commonplace.
We know that in an age of abundant choice and speed of innovation, customers’ expectations are moving faster than businesses.
While incremental change is still essential, it’s no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call these moves iconic moves.
In collaboration with many of the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building.
By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them the confidence to make iconic moves that spark desire and create utility, driving extraordinary results.