USAmeriBank sports new look

A new look, a new ad campaign — even a new approach.

There is a lot of new happening at Clearwater-based USAmeriBank, which started earlier this week with the unveiling of a new logo.

Designed by United Landmark Associates in Tampa, the updated brand colors of the bank include the addition of navy and a shift to deeper red. Even the new typeface, Helvetica Neue, has meaning, with bank leaders saying it symbolizes a “modern, yet timeless company.”

Signs in front of the bank's 13 Tampa Bay branches are already being changed, as is the new tagline for USAmeriBank: “Banking on Values.”

“This refresh is simply an updated way for us to tell our story,” CEO Joseph Chillura says in a release. “We are not losing sight of what made us successful, building our success around personal service delivered by bankers with deep local roots and expertise.”

Chillura is emphasizing the concept of “craft banking,” highlighting its work with businesses such as Buddy Brew Coffee in Tampa and Sarasota, and Ulele restaurant.

The new look also requires a total rebrand for the bank's Alabama operations. Since acquiring Alexander City, Ala.-based Aliant Bank in 2011, USAmeriBank has kept that name in place. Those 15 offices under Aliant will now all be brought under the USAmeriBank banner.