Piedmont Federal Savings Bank Announces Rebrand, Shortens Name
PFSB rebrands as Piedmont Federal Bank and unveils new logo as part of a comprehensive visual identity overhaul.
WINSTON-SALEM, N.C., Feb. 20, 2024 – Piedmont Federal Savings Bank is based in Winston-Salem, North Carolina and has served local residents in the Triad area for over 120 years. As of February 19, the bank is excited to introduce its new logo, typeface and brand colors along with a shortened name–Piedmont Federal Bank. The branding overhaul represents an elevated visual standard for the bank as they streamline their services and modernize their approach for the next generation of clients.
Under the leadership of CEO David Barksdale and the bank’s marketing team, Piedmont Federal entered into a strategic creative partnership with Winston-Salem interactive firm Airtype in 2022. In light of the clear need for modernization of the bank’s website and associated brand elements, the parties engaged in a comprehensive reimagining of the core visuals for every level of the bank’s client-facing presence.
The ensuing rebranding process is built on several elements that hearken back to the bank’s core principles, including Trust, Evolution, Innovation, and Transparency.
The foundation for the visual exploration was “A Sense of Place”: understanding who the bank is to their clients, their commitment to the community, and their track record of friendly and reliable service for over a century. The design choices were made with intention and with a goal of differentiation from regional competitors.
The new visuals present an eye-catching palette that reflects Piedmont Federal’s evolution as a modern banking services provider. The green speaks to growth and prosperity, while the navy represents trust and stability. The crest calls to mind the hills and valleys of the local geography while reinforcing the established pedigree of the bank. This balance is also enhanced by a modern and approachable typeface for the now-shortened name.
Together, the colors, type and crest form a cohesive picture of a bank with a secure reputation and an eye on the future. As the next logical step for this visual overhaul, a new Piedmont Federal Bank website is in development and will be launched in the coming months.
The mission of Piedmont Federal Bank has always been one of opening doors for clients and that has not changed. The focus on client experience and community service is unwavering but will now be undertaken with refreshed visual support. The rebrand represents an important first step in that process.
“We began serving our community, as a mutual bank, in 1903. While honoring our history, we look forward to continuing partnerships with existing clients and forming new relationships with the next generation of clients,” said David Barksdale, Bank President and CEO. “This new brand complements these efforts, and we are excited to introduce it to our communities.”
Piedmont Federal Bank officially unveiled the new branding/name at a company event held on February 19th. All materials/signage for local branches will be transitioned to the new look in the coming weeks with no disruption to existing services or operating hours.
For over 120 years, Piedmont Federal Bank has been committed to its purpose of “Opening Doors” for its clients. The bank supports individuals in achieving significant milestones, from homeownership to growing local businesses. As one of the few remaining mutual banks in North Carolina, Piedmont Federal Bank is owned by its depositors, not shareholders, allowing the bank to prioritize the interests of its clients.
Piedmont Federal Bank currently serves nearly 18,000 consumer and business clients and manages $1.3 billion in assets. Headquartered in Winston-Salem, the bank operates 11 branch locations across the Triad, North Wilkesboro, Boone, and Wake Forest, offering a range of personal and business banking solutions. For more information, visit PiedmontFederal.bank.