First Citizens Bank, the Raleigh, North Carolina-based subsidiary of First Citizens BancShares, Inc., has used a variation of a classic “FC” flag icon as its corporate logo since at least the early 2000s. The bank traces its origins to 1898, when it was founded as the Bank of Smithfield in Smithfield, North Carolina. [1]
Design and History
In March 2004, First Citizens introduced a new logo and slogan as part of a broader brand identity initiative. The bank said the new logo and slogan were “visible parts of a bigger, behind-the-scenes plan by First Citizens to build a new brand identity that is fresh, forward-moving and leading-edge.” As part of the launch, the bank changed its signs, deposit receipts, and credit and debit cards to reflect the new logo over the following six weeks. [2]
In September 2013, First Citizens unveiled a new advertising campaign featuring “a new brand look, a new brand line and a new take on the company’s logo.” The new logo reimagined the classic “FC” flag icon and introduced the brand line “Forever First.” [3] The campaign represented the 115-year-old bank’s first major advertising push in more than a decade. [3]
The new look and campaign were created by Factory, a Michigan-based advertising agency founded by Mark Lantz, who was also one of the creators of the Pure Michigan tourism brand. Lantz had been working with First Citizens since July 2012 to develop the new brand platform and campaign. [3]
First Citizens’ own timeline confirms that the “Forever First” brand debuted in 2013, reinforcing the promise that the principles instilled by R.P. Holding would continue to guide the bank for generations. [1]
Meaning and Symbolism
The “FC” flag icon has a documented meaning tied to the bank’s history. According to First Citizens Bank’s own account, the blue area of the logo represents a flag, an element that originated in 1994 when plans of a merger were announced. It signifies “the unity of our family of banks, flying under one flag.” [4]
The “Forever First” brand line was described by then-chairman and CEO Frank B. Holding Jr. as “shorthand for two important elements that define the First Citizens experience”: the bank’s longevity and stability, and the deep customer relationships it is known for. [3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
