Huntington Bank, formally The Huntington National Bank, is a regional bank headquartered in Columbus, Ohio, founded in 1866. Its visual identity centers on a hexagonal “H” brandmark that has been in continuous use since the mid-20th century, paired with a signature green color that the bank describes as still defining its brand.[1][2]
Design and History
In August 2025, Huntington announced a comprehensive brand refresh, its first major visual update in years, marking a transformative chapter in the bank’s nearly 160-year history.[3] The refresh was designed in partnership with the global creative studio Koto, which devised the brand idea “Abundance is a Craft.”[4]
The updated logo retains the hexagonal symbol that has been part of the bank’s identity since the mid-20th century, but refines it with lighter, more balanced letterforms. The new logo also adds the word “bank” to the wordmark, helping to solidify Huntington’s identity to new audiences and markets as it grows.[3][2] The previous logo featured a stricter hexagon with a heavier, bolder “H” and a gray-green color scheme.[2]
Koto leveraged historic brand elements, including type and iconography, when crafting the new identity, which was designed to position Huntington between fintechs and traditional banks as a “sophisticated” alternative.[4] The new wordmark, which includes new letterforms, represents trust, structure and upward movement.[4]
Meaning and Symbolism
The hexagonal brandmark functions as an embellished design of the letter “H,” a symbol the bank has used in marketing campaigns to spell out its values, including “hometown,” “honesty” and “heart.”[5] The hexagonal shape language is also echoed in the new 3D “achievement seals” introduced as part of the refreshed brand system.[6]
Green remains the defining color of the Huntington brand. The 2025 refresh broadened the palette to feel both modern and classic, introducing a vibrant green called “Huntington Abundant Green” along with Dark Teal and Magenta and Teal accents.[1][4]
Typography and Design
Typography was central to the 2025 rebrand. Koto commissioned a bespoke flared serif typeface named Huntington Serif, designed by Lewis McGuffie, to anchor the brand.[7] The serif is accompanied by ABC Monument Grotesk, a clean and functional sans-serif chosen for digital applications.[4] The Huntington wordmark features refreshed letterforms that are structured yet soft, connecting more closely with the bank’s iconic geometric brandmark.[7]
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