Regions Financial Corporation Debuts New Logo

Business Wire,  August 16, 2004  

• E-mail
• Print
• Link

BIRMINGHAM, Ala. -- Regions Financial Corporation (NYSE:RF) has tapped into the deep brand legacies of both Regions and Union Planters to create its new logo, which pairs the Regions signature green color and name and Union Planters signature Greek letter delta in a strong block format and striking green, gold and white color combination.

The new logo, which first was announced internally to associates, comes in conjunction with the finalization of the two companies' merger in early July, said Regions President Jackson W. Moore.

"We have said from the very beginning that Regions is a new regional force in financial services because Regions, Union Planters and our customers are all better together," Moore said. "We really capture the spirit of the future with the new logo, which brings us together in a very visual sense. At the same time, we are staying appropriately linked to the important pasts upon which we have been able to build."

Moore said research done prior to logo development revealed that customers from across the company's combined 15-state footprint in the South, Midwest and Texas identified the tri-leaved delta with Union Planters and the green with Regions, thus the decision to combine the two.

"The look is very strong, and that is fitting," he noted. "The outer pyramid of the delta is a symbol of strength and stability, and Regions has long been known for lending its strength.

"The leaves within the delta, which was first used by Union Planters in 1967, are a symbol of growth across the markets we serve and how we anticipate growth within the new Regions," Moore said.

Regions began as First Alabama Bancshares, Inc., in 1971, when it was founded as the state of Alabama's first multi-bank holding company. The corporation chose the Regions moniker in 1994 in order to best illustrate its expansion out of Alabama and across the Southeast. Union Planters was founded in Memphis, Tenn., and its logo is symbolic of the bank's heritage and its roots in the Mid-South. The outer pyramid, a symbol of strength and stability, was a repository of valuables in ancient cultures, most notably Egypt, the link to Memphis' namesake.

William E. "Bill" Askew, Regions executive vice president of consumer and small business banking, said the new logo is the cornerstone of the new company's approach to marketing, and will be seen first in print and electronic advertising. Askew said the company expects to begin using the logo as its signature for bank signage in 2005, and as the bank's "Customer 1" campaign is rolled out.

"Customer 1 will give us the opportunity to share new products and exciting opening events," said Askew, who was also responsible for the development of the Regions name and logo in 1994. "This is a bank merger unlike any other, and our customers are going to benefit from expanded offerings.

"We are thrilled to have the opportunity to help more people realize their financial goals and dreams," Askew said.

About Regions Financial Corporation

Regions Financial Corporation (NYSE: RF), headquartered in Birmingham, Ala., is a full-service provider of retail, commercial and mortgage banking, securities brokerage, and insurance products and services. With its merger with the former Union Planters Corp. complete, Regions has some $80 billion in assets, making it one of the nation's Top 15 financial services providers. Regions' banking subsidiaries, Regions Bank and Union Planters Bank, operate some 1,400 offices and a 1,700-ATM network across a 15-state geographic footprint in the South, Midwest and Texas. Its investment and securities brokerage, trust and asset management division, Morgan Keegan & Company Inc., provides services from more than 145 offices. Additional information about Regions, which is a member of both the Forbes and Fortune 500 and operates one of the Top 20 mortgage companies in the United States, can be found at www.regions.com.

COPYRIGHT 2004 Business Wire
COPYRIGHT 2008 Gale, Cengage Learning