Ameris Bank is the principal subsidiary of Ameris Bancorp, which came into being as a financial institution in 1971 under the name American Banking Company. Based in Atlanta, Georgia, USA, it offers a slew of banking services to both retail and commercial customers in places like Alabama, Georgia, North and South Carolina, and Florida.
The logo of Ameris Bank reflects the visual identity and commitment of the bank to provide a wide range of trustworthy banking and financial services. The article explores the evolution of the Ameris Bank logo over the years. It also dwells on other aspects of the bank, such as its history.
The Genesis of the Ameris Bank Logo (2005 – 2010)
The original logo had featured the bank’s name “Ameris” in title case, and a red-and-white banner had replaced the horizontal bar of the letter “A”. It symbolised the American flag to refer to the patriotic association of the bank. Also, the letter “I” looked like a human-like figure with raised arms. This symbolised the triumph associated with financial success. Written using the Baskerville typeface in blue, the wordmark had sharp serifs, both at the top and bottom.
(2010 – 2019)
The first logo change of 2010 saw the addition of the word “Bank” to the previous wordmark, especially to the bottom right. This made the logo more recognisable to customers. Also, the word “Ameris” was underscored by a thin red line to resemble the timeline associated with the growth of the bank. The wordmarks were in blue to represent the colours of the American flag. Also, the cool and calm blue colour conveyed a sense of trust and stability. These were the qualities that were needed for any financial institution to operate in a complex and competitive landscape.
(2019 – Today)
With competition hotting up in the financial sector and the increasing demands of the digital age, Ameris Bank recognised the need to adapt its visual identity to thrive in such a landscape. Thus, with the rise of online banking and digital platforms, the bank’s logo underwent another evolution to ensure its visibility and relevance in the digital space.
The present logo has been crafted by Matchstic, an Atlanta-based design agency. The latest logo is a combination of the emblems of both Ameris Bank and Fidelity Bank, which merged. For instance, the old Fidelity Bank logo had the face of a lion and the company name in bold, uppercase rendered in a sans-serif typeface.
In the present logo, the human-like letter “I” and the banner replacing the horizontal bar of the letter “A” in the previous logo were removed. And a new graphical element of a happy-looking lion was inspired by the Fidelity Bank logo. The current Ameris Bank logo exudes a sense of confidence, trust, professionalism, and approachability. It reflects the determination of the bank to innovate and offer customer-friendly services. Again, the blue colour palette of the original logo remains so to emphasise the reliability of the bank and its embrace of the digital future.
The Elements of the Ameris Bank Logo
Font
The wordmarks in the Ameris Bank logo are rendered in a classic sans-serif typeface, which is much followed in the banking industry.
Colour
The overall logo is set in a deep, rich blue colour to symbolise trust and stability. And if the logo is presented in reversed form against a dark background, it appears in crisp white as well.
The History of Ameris Bank
The journey of Ameris Bank began on October 1, 1971, when it started operating as the American Banking Company. Today, what started as a single location with $1 million in capital in Moultrie, Georgia, USA, has grown into a publicly traded banking institution. Ameris Bank has its headquarters situated in the bustling city of Atlanta, Georgia.
The founding father of the bank, Eugene M. Vereen, Jr, had a visionary mindset. He, along with other board members, set out to create a collective spirit that didn’t rely on tired banking norms or cookie-cutter solutions. Instead, they laid the foundation for a bank that would look beyond tradition. The bank was set up to create solid and innovative banking solutions that are tailored to the needs of its customers.
Today, half a century later, the leaders and employees of Ameris Bank continue to build upon this legacy. They provide advanced banking products and services, driven by an industrious spirit. The spirit is about improving the lives of their customers and enriching the communities they operate in. This commitment to innovation and the development of customer-centric solutions has been the driving force behind the remarkable growth and success of Ameris Bank.
Interesting Facts About Ameris Bank
- Ameris Bank was established on October 1, 1971, in Moultrie, Georgia. It was originally named American Banking Company, with just one location and $1 million in capital.
- The bank was founded by Eugene M. Vereen, Jr., who aimed to create a forward-thinking institution that would break away from traditional banking norms and offer innovative solutions.
- Ameris Bank has experienced significant growth over its history. It expanded through both organic growth and 35 mergers and acquisitions.
- Today, Ameris Bank operates over 200 full-service branches across Georgia, Florida, Alabama, and the Carolinas, with additional mortgage-only locations in several other states.
- The bank is now headquartered in Atlanta, Georgia, and manages more than $26 billion in assets. This makes it the largest bank headquartered in Atlanta and the second largest bank in Georgia.
- In 2005, the bank rebranded from ABC Bancorp to Ameris Bank. In doing so, it unified its operations under a single name and charter.
- Ameris Bancorp, the parent company, went public in 1987 and was listed on the Nasdaq in 1994. In 2024, it transferred its common stock listing to the New York Stock Exchange.
- The bank’s lion logo symbolises strength, courage, pride, and determination. This “lionhearted” identity reflects Ameris Bank’s commitment to breaking conventions and delivering on promises to its customers.
- Ameris Bank is known for its strong community involvement. It provides a high level of community development loans and services, particularly to low- and moderate-income individuals and areas.
- Examiners have noted that Ameris Bank exhibits good responsiveness to the credit needs of its communities and uses flexible lending practices to serve economically disadvantaged areas.
- Ameris Bank blends tradition with technology and offers a full suite of digital banking services alongside its extensive branch network.
- The bank empowers its local bankers to make decisions. This ensures customers receive personalised service without excessive bureaucracy.
- Ameris Bank provides a wide range of mortgage products, which includes specialised loans for self-employed borrowers and first-time homebuyers. Its “Ameris Dream” mortgage allows up to 100% financing with no mortgage insurance for qualifying buyers.
- The bank also offers a down payment grant of up to $12,500, which is fully forgiven after five years of homeownership.
- As of the end of 2024, Ameris Bank reported assets of over $26 billion, loans totalling nearly $21 billion, and deposits of almost $22 billion.
- The bank maintains a strong return on assets (1.51%) and return on equity (10.61%), which reflect its financial stability and performance.
- Ameris Bank has received high ratings for its lending and service, particularly for its efforts in serving diverse income levels and small businesses within its markets.
Finally
The logo of Ameris Bank has undergone a change to reflect the growth, expansion, and dedication of the bank to serve its customers. The journey of the bank has been truly transformative, right from its humble beginnings as the American Banking Company to its present-day status as a modern and innovative financial institution. Through the logo iterations, Ameris Bank has maintained a delicate balance between embracing modernity and honouring its heritage. It has ensured its visual identity in the form of its logo to resonate well with customers, both old and new.