Dollar Bank has unveiled its new branding in an effort to win over a newer and younger generation of consumer.

The Pittsburgh, Pennsylvania-headquartered bank has revealed a new logo that emphasises the “Do” in Dollar Bank, and the tagline, “Let’s get you there.”

The new branding is claimed to be the result of one of the most extensive market research efforts undertaken in the bank’s 165-year history. It was carried out by Campos, a Pittsburgh-based research and strategy firm.

Rebranding efforts include a social media, online, print, and broadcast media campaign that features a diverse group of younger Dollar Bank customers at work, launching a new business, buying a home, spending time with family, and interacting with their communities.

Also being rolled out is new signage, which, along with the new logo and taglines, will be appearing at Dollar Bank branches beginning this month; the bank currently has 81 branches located throughout Pennsylvania, Ohio, and Virginia.

“We’re redefining next-generation banking and how we collaborate with customers on their path to financial well-being,” says president and CEO, Jim McQuade. “This rebranding effort was the result of an extensive look at our valued, established customers as well as our newer, younger customers. We redesigned our brand with a more modern look, reflecting what Dollar Bank means to customers, employees, and the communities we serve today.”

Adding: “Our extensive research shows that younger customers in particular value the guidance and help they receive at Dollar Bank. Whether it’s advice about savings, buying a home or starting a new business, Dollar Bank employees go above and beyond to help customers on their path to financial well-being”.

In addition to its new logo and tagline, Dollar Bank is relaunching its website next month. The website’s improved functionality is said to reflect feedback from customers and employees, and is now claimed to be more responsive and intuitive to use.

Source: Dollar Bank