ALBERTA TREASURY BRANCHES DEBUTS NEW LOOK
By Adnews Staff
Alberta Treasury Branches is rolling out a new corporate identity including a new name and logo. Beginning immediately Alberta Treasury Branches will be known as ATB Financial. "The name ATB Financial clearly says who we are and what we do," said Bob Normand, president and chief executive officer. "ATB has a proud history in Alberta and the new corporate identity explicitly and concisely communicates our business and reconfirms our commitment to Albertans." Signage reflecting the new identity was unveiled at some branches in the province yesterday. The company will also inform consumers of its new identity through an advertising campaign. Created by Ogilvy & Mather of Calgary and beginning today, the campaign's creative makes use of a black and white photograph of the first Alberta Treasury Branch in 1938. The copy reads, "Alberta Treasury Branches has changed quite a bit since 1938. Now it's time to change one more thing. Our identity." Signage will be replaced at all locations, beginning with large urban centres followed by mid-sized urban areas and rural communities. Marketing materials will be updated as current supplies are depleted.