Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for Amalgamated Bank by Pentagram
 

before

after

Noted Oct. 2, 2014 by Armin

Industry / Finance Tags /

About

“Founded in 1923 by the Amalgamated Clothing Workers of America, Amalgamated Bank is the largest union-owned bank and one of the only unionized banks in the United States. Amalgamated Bank is currently majority owned by Workers United, an SEIU Affiliate. As of June 30th, 2013, Amalgamated Bank has over $3.5 billion in assets and has never received a government bailout.”

Design by

Pentagram (New York, NY; Michael Bierut, partner)

Related links

Pentagram project page

Relevant quote
The mark is weaved from two folded loops, suggesting strength and unity, good traits for a bank. (The definition of amalgamate is "combine or unite to form one organization or structure.") The shape functions both as a monogram — it updates an existing "AB" configuration — and a memorable symbol that graphically illustrates the bank’s emphasis on community and working together.

Pentagram project page

Images (opinion after)
New Logo and Identity for Amalgamated Bank by Pentagram
Logo detail.
New Logo and Identity for Amalgamated Bank by Pentagram
New Logo and Identity for Amalgamated Bank by Pentagram
New Logo and Identity for Amalgamated Bank by Pentagram
New Logo and Identity for Amalgamated Bank by Pentagram
Retail signage samples.
New Logo and Identity for Amalgamated Bank by Pentagram
ATM.
New Logo and Identity for Amalgamated Bank by Pentagram
Credit cards.
New Logo and Identity for Amalgamated Bank by Pentagram
New Logo and Identity for Amalgamated Bank by Pentagram
Forms. (My favorite application of all!).
Opinion

The previous logo looked really mean and not very inviting to keep your money there and for retail locations it didn't have any curb appeal. The new color scheme alone — as New York Knicks and Mets as it gets — brings a healthy dash of cheerful color to the bank. The icon, serving as both an "AB" monogram or simply an attractive abstract shape gives the bank a more identifiable device that is intriguing and attractive in its weaved simplicity. The wordmark, set in Lineto's Circular, is okay and the way the "lg" and "k" interlock is beautiful; I'm not convinced an all-lowercase rendition of the name is the most appropriate for a bank and this bank in particular. Nonetheless, an undeniable improvement.

Your opinion…

On Monogram


Total

On Wordmark


Total

On Application


Total

Comments


Share ›

Spotted Around the web

New Logo for NMI

New Logo for NMI
 
Spotted Oct. 18, 2018

New Logo for Lems

New Logo for Lems
 
Spotted Oct. 17, 2018

Pinned Recent, Big Stories


Curated Winning Gradients

New Logo for Firefox

New Logo for Firefox
 
Posted Oct. 6, 2017