Truist, the newly-formed sixth-largest bank in the US, had ambitions to make financial services better – and to do it, they needed an identity that was trustworthy and visionary.
A new entity created from the merger of BB&T and SunTrust, Truist aims to stand out and create impact by leading with purpose and delivering an experience defined by a balance of personal touch and advanced technology.
The new Truist identity brings that vision to life through its key elements – color, logo, and wordmark. The signature color, Truist Purple, stands apart from category conventions while also nodding to the merger of equals by combining the burgundy of BB&T and the blue of SunTrust.
The powerful new logo is centered on a unique monogram made of two T’s, that echo the Truist name and represent touch and tech, the defining elements of their experience. The two T’s are enclosed in a square that conveys trust and security, with rounded 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, white the unique curved leg of the “R” moves the eye from left to right, evoking a sense of momentum toward the future.
Together, they add up to an identity that represents the balance of innovation and purpose at the heart of Truist – helping clients, teammates, and communities thrive, while redefining the future of the financial industry.
“This striking visual expression is not what most would expect from a financial institution, and we’re proud of that.”
Susan Somersille Johnson