Evans Bank, formerly known as Evans National Bank, unveiled its new name, logo and tagline at an all-employee event at its Hamburg headquarters Tuesday. The rebranding initiative underscores a strategic transition for the 88-year-old bank. The new Evans identity will be officially rolled out when its Elmwood Avenue branch opens to the public next month.
“We knew it was the right time to reexamine our brand and how we speak to the marketplace,” explained President and CEO David J. Nasca. “For people who didn’t know us, we needed a way to introduce ourselves. For customers who already know us, we needed to reaffirm the unique value we offer.”
Founded in 1920 in the Town of Evans, Evans Bank first catered to residents in the Southtowns, but now serves customers throughout Western New York. The bank's second branch in the city is currently being built at the former ETS location, 925 Elmwood Avenue at W. Delevan.
In early 2008, The Martin Group, a local marketing communications firm, was hired to conduct market research and develop a new identity for Evans. Focus groups were conducted with current customers as well as non-customers. Feedback from bank employees, key managers and board members provided additional input for the rebranded elements.
The word “National” was removed to create a simplified, more memorable name – “Evans Bank” – and to clarify the financial institution’s commitment to community-based banking. The new logo features a contemporary orange mark in the shape of a circle, accentuated by a lowercase white ‘e.’
Entry image by Tim Sullivan
