Cole Taylor Bank was a Chicago-based commercial bank that operated until its 2014 merger into MB Financial Bank. Its visual identity, developed by the Chicago brand consultancy Crosby Associates, centered on a simplified wordmark and a new symbol introduced as part of a comprehensive repositioning effort.
Design and History
Crosby Associates worked with Cole Taylor Bank to develop a comprehensive repositioning strategy and a plan to accelerate growth. The resulting branding program and visual identity system featured a simplified name, a new symbol, and refreshed visual environments.[1]
The bank’s wordmark and symbol were protected by a federal trademark registration. The mark, registered on September 28, 2004, under serial number 76499574, included the letters “C” and “T” in stylized form.[2] The registration was later assigned to MB Financial Bank, N.A. following the acquisition.[2]
Retail exterior and interior signage was streamlined and featured the bold new corporate signature and color scheme, creating greater connectivity among facilities having varied architecture.[1]
Cole Taylor Bank was merged into MB Financial Bank in August 2014, after MB Financial, Inc. completed its acquisition of Taylor Capital Group, Inc., Cole Taylor’s parent holding company.[3]
Meaning and Symbolism
Crosby Associates described the bank’s brand “voice” as qualities such as “intelligent, customer-focused, relevant, approachable, and trustworthy.”[1] The stylized “C” and “T” letters in the mark served as a monogram for the bank’s name.[2]
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