Union Bank and Trust Brand Refinement

Union Bank and Trust has been a reliable Northeast Minneapolis institution since it was founded over 40 years ago.

To support their business goals of attracting new customers, increasing visibility in the marketplace and to reaffirm their organization as best-in-class, UB&T determined that an update to their brand identity was in order.

To create a professional, polished and modern look, we determined that elements of the current brand should be maintained to leverage their strength and recognition. Rather than overhauling – aka a Redo of the brand, we recommended a modification – a Refinement to the logo to make it more legible and reflective of the desired brand attributes along with an evolution – a Refresh to the typography and the color palette, leading to a more contemporary brand identity. New brand messaging was also written to help UB&T tell their story to make it clear to their customers that Union Bank and Trust is committed to providing financial services and solutions that meet and exceed expectations.
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Work done at @sussnerdesigncomapny
Under Art Direction of @TanyaJacobson