Aiming to build a fresh image, NewportFed, which merged last year with Westerly Savings Bank, has unveiled a new logo and a new slogan developed by BrandEquity, a strategic branding firm based in Newton, Mass.
Ted Selame, president of BrandEquity, said in a news release that the inspiration for the new logo came from the Claiborne Pell Bridge in Newport. The arch of the bridge, spanning beautiful vistas, is a visual metaphor connecting Westerly Savings Bank, NewportFed and their respective communities, he said.
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“We retained the equity of the color green for the highlighted arch, while using a more contemporary teal green for the NewportFed typography,” said Bill Kenney, BrandEquity’s creative director on the project, adding that both banks had used green and blue.
Nino Moscardi, executive vice president and chief operating officer of NewportFed, said the bank wanted to expand its appeal from a local to a regional Rhode Island bank.
The bank now has five branches – two in Westerly, and one each in Wakefield, Middletown and Newport – with more on the drawing board.
In addition to the identity and tagline development, BrandEquity created stationery and signing systems standards.
