The merger of two Boston-based banks drives development of groundbreaking new brand
After the announcement of the merger between Berkshire and Brookline Banks, an extensive branding exercise was launched with Leverage’s deft guidance.
We developed a master list of potential names for the new organization. Competitive brand research and analysis helped steer this exercise, and focus group testing helped narrow the field.
Simultaneously, visual explorations were underway. As the name search neared resolution, careful refinements to the logo brought us to the finish line.
The final logo design represents a true merger of equals. The new mark represents the confluence of two storied financial institutions, forming a stylized and forward-looking B. The gold and navy hues are nods to the respective legacy colors of both Berkshire Bank and Brookline Bank, updated and brightened to reflect the modern approach of the new institution.
