36 NOVEMBER / DECEMBER 2022 The year 2022 marked the first year of the IBA’s new strategic plan, which heavily focuses on positioning ourselves well for the future of banking. With this forward-thinking mindset, the IBA decided it was time for a fresh logo and brand identity. The IBA’s current logo has been in place since 2007, and I think all would agree that much has changed in the 15 years since then – quickly advancing technology, leadership changes, the economic climate and the rising next generation of bankers have all been significant factors in the IBA’s evolution to where it is today. After much consideration the IBA chose to partner with Matchbook Creative, a leading design and marketing firm in Indianapolis, to create our new logo and brand identity. We will officially roll out the new logo and branding starting in 2023. As we embarked on the design process with Matchbook Creative, we quickly realized that a distinctive icon that could become recognizable and symbolic to our members was essential. We believe and hope this new icon will become a well-known symbol among you and your colleagues. At the top right of the icon, you’ll notice a symbolic page turning, which represents our launch into the fuTurning a Page to the Future IBA’s new logo and brand identity ture of banking as we also acknowledge and honor our past. The attractive color palette also presents a fresh update to the IBA’s classic blue and green hues we’ve utilized for years. Along with our new visual identity, Matchbook Creative also generated some key brand phrases to help keep our messaging consistent and impactful, the primary message being: “It All Starts with Indiana Banks.” This message, above all, communicates that the banking industry is essential and making an impact across the state, and the IBA is grateful to be your partner in this important work. A key part of our new strategic plan was updating our previous mission statement to an aspirational statement: “The Indiana Bankers Association strives to grow stronger banks and stronger communities.” As we update our brand identity, our goal is not only to modernize our image, but to also update, improve and better promote the image of banking in the state of Indiana to reflect this aspirational statement. This is an exciting time at the IBA, as we are also in the end stages of some updates and an expansion to our main offices in Indianapolis to better accommodate our members. We hope that as you and your colleagues visit our offices in the new year, you’ll take a moment to notice your new and improved IBA. HB Emily Brooks Digital Media Manager Indiana Bankers Association ebrooks@indiana.bank FEATURE
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