American Savings Bank (ASB) is a Hawaii-based financial institution founded in 1925, serving the state’s residents and businesses for over a century. Its current corporate identity centers on a green taro leaf against a blue background, a mark adopted in December 2002. The bank’s visual identity has evolved from earlier wordmark-style logos to the culturally significant leaf emblem used today.
Design and History
In December 2002, American Savings Bank adopted the kalo (taro) leaf as its new corporate logo. The bank announced that the logo, consisting of a green taro leaf against a blue background, would be used on new signage, marketing materials, and advertising. The design was created by the bank’s advertising firm, Starr Seigle Communications, in consultation with Lindsey Pollock, a Hawaiian cultural specialist. The change was described as part of an internal makeover to position the bank as a more full-service financial institution. [1]
The new logo was launched in December 2002 across branches, signage, commercials, and the bank’s website. [2]
Earlier visual identities are documented through archival photographs. A 1963 photograph from the University of North Texas Digital Library shows the logo of American Savings, indicating that a distinct mark was in use during that period. [3]
Meaning and Symbolism
The kalo, or taro, was a powerful symbol in ancient Hawaii, representing life, sustenance, and wealth. The bank’s choice of the taro leaf was intended to embody its commitment to the community. [2] The leaf depicted is that of kalo (also known as taro or Colocasia esculenta), which has been the Hawaii state plant since 2007. The state seal introduced in 1959 featured eight taro leaves. [4]
Typography and Design
The bank’s wordmark uses a clean sans-serif typeface. The word “American” is set in larger, capitalized letters, while “Savings Bank” appears in smaller letters with only the initial letters capitalized. The logo’s palette combines blue, green, and white. [4]
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