Headquartered in Madison Heights, Michigan, Peoples State Bank (PSB) is a true community bank. With a 100-year history of service to the Detroit-area, rock-solid financials, and products and services rivaling those of the larger banks, PSB is a secure, thriving and local alternative when many financial institutions are struggling. All the bank has needed to capitalize on its strengths is a more modern visual identity that accurately communicates the institution’s confidence, heritage, security and customer-focused approach. With the help of PUSH 22’s brand expedition process, PSB launched a re-branding initiative in 2009 to modernize their logo and visual identity.
The new logo and identity materials were redesigned using more modern typefaces and shapes, but retained the bank’s traditional red color to reaffirm PSB’s commitment to the many valued relationships it has built over three and four generations. The new logo and simplified visuals were designed to be quickly recognizable and easily adapted for use across multiple mediums – from print advertising and collateral, to signage and point-of-sale materials, to web-based media.
The re-branding has been a tremendous success, bringing the PSB brand to the forefront of the local banking community and, as part of PSB’s 100-Year Anniversary celebrations, has helped the bank realize an increase in customers and subsequent deposits.