Truist

Brand Identity

A new entity created from the merger of BB&T and SunTrust, Truist aims to stand out and create impact by leading with purpose and delivering an experience defined by a balance of personal touch and advanced technology.


The new Truist identity brings that vision to life through its key elements – color, logo, and wordmark. The signature color, Truist Purple, stands apart from category conventions while also nodding to the merger of equals by combining the burgundy of BB&T and the blue of SunTrust.

Credits


Client: Truist 
ECD: Chris Campbell
DD: Daniel Irizarry Design: Tut Pinto, Rory McKinnon, Ashley Min, Ross Norman, Liora Cher, Claudia Sandoval, Sung Suh Strategy: Gigi Cheung, Daniella Giavina-Bianchi, Micheal Marotta, Aneesh SHarma
CM: Alexa Eber, Holmfidur Hardardottir, Alicia Hoffman, Will Shepard, Jessica Tsukimura
Verbal: Penelope Davis, Katherine Pissaro-Grant, Tori Miner
Motion: Daniel Irizarry Implementation: Miguel Rivera, Robert Rosenberg
The powerful new logo is centered on a unique monogram made of two T’s, that echo the Truist name and represent touch and tech, the defining elements of their experience. The two T’s are enclosed in a square that conveys trust and security, with rounded corners that make it approachable and distinct. 

The wordmark puts the Truist name front and center in custom letters created by a master typographer. The generous letter-spacing conveys access and openess, while the unique curved leg of the “R” moves the eye from left to right, evoking a sense of momentum toward the future. 
Another major part of the merger was centered around the Major League Baseball (MLB) team, the Atlanta Braves stadium that would became Truist Park. With that came the need for an entire stadium rebrand. This project involved a large overhaul of updating everything within the stadium to new Truist Park branding, which was created to reflect the Truist masterbrand.
Throughout the process we looked at all aspects of stadium signage program, as well as other facets of the brand that included exclusive clubs, and areas within the stadium. Additionally, we explored merchandise and other applications that would exist within the stadium. The new identity was presented to the world on the Braves home opening night of the 2020 MLB Season.

Tut Pinto

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