The American Savings Bank, or ASB, began its journey as a financial institution on September 7, 1922, in Hawaii, USA. Over the years, it has grown steadily in the islands by offering a diverse range of products. In fact, today, it has emerged as the third-largest bank in Hawaii, USA. The visual representation of the bank is depicted by the kalo leaf, aka Colocasia esculenta, which used to appear on the crown of the local king, King Kalakaua. This article explores the history and evolution of the logo of the American Savings Bank, among other details of the bank.
The Genesis of the American Savings Bank Logo (2002 – Present)
The logo of the American Savings Bank featured the iconic kalo leaf, or more commonly, the taro leaf, which has Hawaiian origins dating back centuries. The choice of kalo leaf was deliberate in order to refer to the deep roots of the bank in the Hawaiian Islands. It also symbolised the commitment of the bank to nurturing growth, strength, and prosperity for the local community.
The symbolism of the kalo leaf lies in the fact that it perpetuates life across generations after sprouting up from the ground. In the same vein, the American Savings Bank aims to help families and businesses flourish and thrive in the region. Besides, the vibrant yet serene colour palette of green, blue, and white of the kalo leaf evokes a sense of natural harmony, stability, and continual growth. Thus, the kalo leaf became the perfect visual representation of the essence and values of the bank.
The Elements of the American Savings Bank Logo
Font
The wordmark featured in the American Savings Bank logo is written using a clean and highly legible sans-serif typeface. In the wordmark, “American” is written in large uppercase letters, while “Savings Bank” is written in small lowercase letters. However, the “S” and “B” of “Savings Bank” were written in capitals.
Colour
The overall logo of the American Savings Bank has a serene and relaxed colour palette consisting of blue, green, and white. The blue colour represents ideals like confidence, intelligence, and trust, while the green colour evokes natural imagery like growth and renewal. Finally, bright white accents in the shape of a star provide a crisp contrast to the green leaf and its blue background.
The History of the American Savings Bank or ASB
The American Savings Bank, or ASB, has had a deep connection with Hawaii for nearly a century. In fact, it has been an integral part of the local community since 1925. The bank offers a comprehensive portfolio of financial products and services that is tailored to meet the needs of businesses and consumers across the islands. So, whether it is business, personal banking, home loans, insurance, or investment solutions, ASB provides a convenient one-stop banking destination for everyone.
With an extensive network of branches in the Hawaiian Islands, ASB is known for its excellent service. For instance, it offers exceptional accessibility to the customers in the form of extended weekday hours, weekend operations, and holiday banking services. These are distinct advantages over other local banks of similar size. The bank also provides in-store branches to allow customers to blend banking and shopping seamlessly.
ASB’s customer-centric approach has not gone unnoticed. In a Forbes survey, Hawaii residents have ranked the bank among the nation’s best for a plethora of reasons. These include superior customer service, sound financial advice, transparent and reasonable fees, a user-friendly website, branches, and overall trustworthiness. The exceptional customer experience provided by the bank has been recognised and rewarded as an outstanding workplace by prestigious national and local awards.
For 14 consecutive years, Hawaii Business Magazine has named the American Savings Bank as one of the “Best Places to Work.” Similarly, American Banker Magazine has honoured ASB as one of the “Best Banks to Work For.” Besides, the bank’s commitment to diversity, equity, and inclusion has also earned acclaim from all quarters. It has been listed by Fortune Magazine as the 100 Best Workplaces for Women and the 50 Best Workplaces for Diversity.
Beyond its business success, ASB is dedicated to strengthening local communities. For instance, through its Seeds of Service programme, bank employees have volunteered over 127,000 hours, while ASB has donated millions to non-profit organisations and community groups in Hawaii. These types of civic engagement show the deep-seated values of the bank after nearly a century of service to the people of Hawaii.
The year 1987 marked a major turning point for the American Savings Bank. It was during that year the forerunner of ASB, the American Savings and Loan Association, was reorganised under the new name American Savings Bank. This restructuring gave the leadership of the bank an opportunity to thoroughly evaluate and redefine the branding and public image of the bank.
Interesting Facts About American Savings Bank or ASB
- ASB has been serving Hawaii’s communities for nearly 100 years and started operations as the American Building & Loan Co. in Honolulu in 1925. Over the decades, it has grown into one of Hawaii’s largest financial institutions, with branches throughout the state.
- ASB has been named “America’s Best In-State Bank” by Forbes for six consecutive years (2020–2025). This prestigious recognition is based on customer feedback for trust, service, digital innovation, financial advice, and more.
- The bank has a strong focus on community service. Through its Seeds of Service program, employees have contributed over 136,000 volunteer hours, and ASB has donated millions to Hawaii nonprofits. The bank also raised over $443,000 in its 2024 Kahiau Giving Campaign for local charities.
- ASB is renowned for being a top employer. It was named one of Hawaii Business Magazine’s “Best Places to Work” for 15 consecutive years and is recognized nationally by Fortune as one of the 100 Best Workplaces for Women and 50 Best Workplaces for Diversity.
- In 2019, ASB unveiled a new corporate campus, which was downtown Honolulu’s first new office building in almost 25 years. It demonstrated ASB’s commitment to local growth and innovation.
- ASB’s corporate identity features the kalo (taro) leaf, a symbol deeply rooted in Hawaiian culture, which represents growth, nourishment, and strength.
- ASB stands out for offering extended weekday and weekend hours. It provides greater convenience than other similarly sized Hawaii banks.
- In 2024, ASB was valued at $450 million when Hawaiian Electric Industries sold its majority stake. It then transitioned to become an independent, investor-owned bank.
- ASB’s current President and CEO is Ann Teranishi, who continues to lead the bank into its second century of service and innovation.
Finally
In the two decades since its introduction, the kalo leaf has become an instantly recognisable symbol of the American Savings Bank. It is the brand identity and unique value proposition for the Hawaiian community. In fact, more than just a logo, the kalo leaf is a constant reminder of the deep local roots and mission of the bank. It symbolises the aim of the bank: to nourish the financial growth and prosperity of its customers.