First Horizon National Corporation, the Memphis-based bank holding company known by the NYSE ticker FHN, has used a distinctive star-and-swoop emblem since the late 1990s. The mark is a stylized section of the Tennessee state flag, with a curving white line implying a horizon, and a star, stripe, and red, white, and blue colors conveying a national emblem.[1]
Design and History
The First Horizon identity originated in the late 1990s when the company repositioned itself from a traditional regional bank into a diversified financial services firm. As part of that effort, “First Horizon” became the brand name used outside Tennessee, and the new logo was introduced with the tagline “All Things Financial.”[1] The campaign was named Marketing Program of the Year by American Banker magazine for fiscal year 2000.[1]
In June 2019, First Horizon National Corporation announced it would bring together its family of companies under a unified set of brand names and a new logo. Capital Bank, First Tennessee Bank, FTB Advisors, and FTN Financial were renamed First Horizon Bank, First Horizon Advisors, and FHN Financial, respectively.[2] The updated logo was described by company leadership as paying “homage to our Tennessee heritage, yet is updated and has a modern look.”[2]
The 2019 refresh included subtle tweaks to the coloring, and the swoop over the star was reversed to face the opposite direction.[3] The new logo and signage were unveiled October 21, 2019, on the rooftop of The Peabody Hotel in Memphis.[4] The name and logo became effective for the largest Tennessee-headquartered bank at the close of business October 25, 2019, with all brand signage changes expected to be complete in early 2020.[5]
Meaning and Symbolism
The logo’s design draws directly from the Tennessee state flag. The curving white line implies a horizon, while the star, stripe, and red, white, and blue colors convey a national emblem.[1] The company’s official logo standards refer to the emblem as the “North Star Icon,” and specify that it should not be misinterpreted, modified, or added to.[6]
Typography and Design
According to First Horizon’s official logo usage guidelines, the First Horizon and First Tennessee logotypes are specially designed versions of the Weiss font, using some modified letters, spacing, and boldness. The guidelines instruct users to always use the approved logotype with the TennStar symbol and not to substitute typefaces.[7]
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