Ameris Bank revealed a brand update, including a new logo featuring a renewed iteration of the Fidelity Bank lion. Ameris Bank merged with Fidelity earlier this year.

For Ameris, the new brand is a reflection of the bank’s history as an institution that isn’t afraid to be bold and scrap convention to get things done for its customers and communities.

The updated look better represents Ameris Bank’s size and scope in the financial industry while leveraging the existing reputational affinity for both Ameris and Fidelity in the Southeast.

In addition to retaining the Ameris Bank name and Fidelity-inspired lion, the updated brand also maintains Ameris Bank’s red, white and blue color palette. 

“Today represents the addition of a new chapter to a solid legacy for Ameris Bank,” Ameris Bank CEO H. Palmer Proctor, Jr. said. “In addition to better representing who we are, our new brand is a reflection of our fierce commitment to helping customers achieve financial peace of mind.”

Over the next several weeks, Ameris Bank will start updating branch signage and collateral, ATM design, debit card design and the bank’s online and mobile presence.

Development of the new brand was a collaborative effort between Ameris and Fidelity leadership and team members, as well as external partners. Ameris engaged Atlanta-based agencies Matchstic, to lead the development of the new logo and brand identity, and Jackson Spalding, to support internal and external rollouts.  

Recurring themes that guided the new identity include:

• Scrapping convention

• Getting things done right

• Delivering on promises

•Making quick decisions

The new brand also refines personality traits for Ameris Bank, including:

• Dynamic: energetic, passionate and engaging.

• Lionhearted: steady strength, bold, resolute and focused.

• Unconventional: creative, outside the ordinary and beyond convention.