Established in 1907 and owned by the Dickinson Financial Corporation, the Armed Forces Bank caters to the financial needs of the US military. It offers banking and financial services to active-duty personnel, retirees, veterans, civilians from the Department of Defence, and their families all across the country and beyond its shores. The emblem or logo of the Armed Forces Bank has changed four times since its inception. The article explores the evolution of the Armed Forces Bank logo over the years.
The Genesis of the Armed Forces Bank Logo (Before 2002)
The visual identity of the Armed Forces Bank before 2002 comprised the name of the bank in uppercase. The wordmark in a sans-serif typeface contained the letters N.A. as a suffix to the bank’s name to denote National Association. The letters N.A. convey that the bank is nationally chartered and federally regulated. The first letters “A,” “F,” and “B” of the wordmark were bigger than the rest. Also, the remaining letters of the wordmark were highlighted with an underline.
Thus, the transformation in the name of the bank from the Army National Bank to the Armed Forces Bank was more than just a name change. It symbolised the pledge of the bank to meet the unique financial needs of every service member and their loved ones, regardless of their branch of service or global deployment.
The rebranding exercise was a resounding success and strengthened the position of the Armed Forces Bank as a trusted financial partner for the entire military community. It transcended the boundaries of any single branch.
(2002 – 2011)
As the decades rolled by, the bank’s commitment to its core mission remained unchanged. However, in 2002, a decision was made to undergo a significant rebranding effort. This was undertaken with the aim of capturing the dedication of the bank to serve all branches of the armed forces.
In this logo iteration, the letters of the wordmark were made more compact, and a comma sign was added after the word “Bank” and before “N.A.” Also, just like the early logo iteration, the first letters of the wordmark “A,” “F,” and “Bank” of this logo were bigger than the rest. However, the colour and typeface of the wordmark were changed.
(2011 – 2013)
In the rapidly evolving landscape of the 21st century, the Armed Forces Bank recognised the need to adapt and modernise its image to better resonate with its customers. So, during the period between 2011 and 2013, the bank’s logo was changed again to reflect its commitment to staying relevant and contemporary.
Also, the logo redesign ensured it remained fresh, engaging, and reflective of the forward-thinking approach of the bank. In the redesigned logo variant, the letters “N.A.” were dropped, and the wordmark was rendered in title case. Besides, a graphical element resembling a swoosh sign in red and white preceded the wordmark. This logo iteration looked more modern, professional, and legible.
(2013 – Present)
The latest logo version is composed of two components: the uppercase wordmark in black and a red and white box emblem. The box contains two abstract white elements set on a red background. The lower white element is a triangle, while the upper one is a swoosh. The two elements are joined at both ends to appear to be moving upward.
The wordmark “ArmedForcesBank” does not have any space in between and is placed in a single line. Further, in the wordmark, the words “ArmedForces” are rendered in bold and the word “Bank” in a lighter mode. Today, the logo of the Armed Forces Bank stands as a powerful symbol of the bank’s commitment to strength, honour, and service to the military community.
The Elements of the Armed Forces Bank Logo
Font
The wordmark in the Armed Forces Bank logo is rendered in a traditional serif typeface. The design of the wordmark strikes a balance between classic proportions and a serif typeface. It allows a sense of timelessness without appearing overly ornate.
Colour
While the colour combination of red, white, and black featured in the Armed Forces Bank logo is a popular choice among various brand identities, it is somewhat unconventional for financial institutions. This is because the psychological connotations associated with the bold red colour may not align with the typically more subdued and trustworthy imagery of banks and financial services providers.
Finally
Notwithstanding its specific visual elements, the Armed Forces Bank logo reminds us of the dedication of the bank to serve those who have served us. It represents a promise to continually evolve and adapt. It ensures that the unique financial needs of the military community are met with utmost professionalism, compassion, and respect.
Armed Forces Bank continues its journey by adapting to the ever-changing economic landscape while staying true to its core mission. The logo shows the resilience, adaptability, and enduring commitment of the bank to those who have sacrificed so much for the freedom of our nation.