May 23, 2013
When you are proposing a visual change to a financial institution with the roots of eight decades in its communities, that change should happen in a thoughtful way. The leadership of Guthrie County State Bank knew it was time to update the bank’s brand and engaged their employees to determine what they wanted the refreshed brand to represent.
An internal employee marketing committee was formed to work with an outside consultant and designer to provide input to the process. During work sessions, the committee zeroed in on specific attributes, some existing and some aspirational, that they wanted the new Guthrie County State Bank brand to convey including:
- A trusted partner
- Active business and community leadership
- Active commitment to personalized, relationship-oriented service to all internal and external customers
“We know that customers have more choices than ever for their financial services,” said Mike Underwood, president of Guthrie County State Bank. “It is essential that we provide an unparalleled service experience, with competitive accounts and loan products and that we continue to innovate to deliver information in the way our customers want to receive it.”
With locations in Guthrie Center and Panora, and customers throughout the Guthrie County, it was also important to represent the roles a solid financial partner plays to individuals and businesses including agricultural clients, corporate clients and small businesses. Once the new logo and tagline concepts were developed, the marketing committee narrowed the choices to two logos and two taglines. Then, all Guthrie County State Bank employees voted on the brand elements that they felt best represented the vision of the bank.
The result is a new logo that makes use of the ‘infinity’ symbol with a looping line threading through it, symbolizing the connections of Guthrie County State Bank in the communities it serves. The dynamic color palette provides a fresh, vibrant look that to be translated across all of the bank’s marketing properties and materials. The bank's website gcsbank.com is currently being updated as well.
The new tagline “Connecting Communities” encompasses the many ways the bank works to improve quality of life for its employees, customers and the communities served.