Regions Financial Corporation, the Birmingham, Alabama-based bank holding company, has used a green triangular emblem as its core brand mark since 2006. The current logo, registered with the U.S. Patent and Trademark Office, is described as a “green pyramid-shaped delta containing four white spikes” positioned to the left of the word “REGIONS” written in green [1]. The bank itself refers to the mark as a pyramid and has trademarked the specific green shade used in the identity as “LifeGreen” [2].
Design and History
Regions’ visual identity has evolved through a series of mergers. The first Regions Bank logo appeared in 1991 when the holding company changed its name from First Alabama to Regions [3]. In 2004, following the merger with Memphis-based Union Planters Bank, Regions adopted the former Union Planters “cotton triangle” symbol and the Union Planters wordmark style [3].
In November 2006, the newly combined Regions Financial Corporation unveiled a new logo featuring a pyramid rendered in “life green” [4]. The trademark application for this mark was filed on November 2, 2006 [1]. The rebranding effort, which included the new logo and a new tagline, began in February 2007 and involved issuing new credit cards, converting ATMs and redesigning branch signage [5]. The logo was first revealed atop the newly renamed Regions Center in Birmingham [4].
The 2006 mark replaced the cotton triangle inherited from Union Planters. A Birmingham wiki contributor noted at the time that the old Union Planters “cotton triangle” had been replaced with a new triangular design and a changed shade of green [6].
Meaning and Symbolism
According to internal communications cited in a Birmingham wiki entry, the pyramid symbolizes the company’s “philosophy of always moving higher the bar of service. Always moving higher our goal of making life better.” The three points of the pyramid represent those the bank serves: associates, customers and communities [4].
After the AmSouth merger, Regions described the logo’s structure in more detail. The pyramid points upward and is divided into four radiants that create five sections, with the five sections representing the bank’s five core values: put people first, do what is right, reach higher, focus on the customer, and enjoy life [7]. The same description appeared in a Retail Banker International report on the bank’s rebranding [8].
Typography and Design
The wordmark “REGIONS” appears in green lettering adjacent to the pyramid symbol [1]. The USPTO registration for the standard character mark “REGIONS” was filed on the same date as the logo application, November 2, 2006 [1]. The LifeGreen color is a registered trademark of Regions Bank [2].
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