Comerica
Expanding expectations
Today, Comerica Incorporated, a multi-state financial services company headquartered in Detroit, provides a variety of products including loans, mutual funds, insurance and retirement services.
Challenges
Detroit Bank and Trust Company's new strategy of establishing a premier multi-state institution with expanded financial services required a new identity
Actions
Created the name Comerica to influence perceptions of the organization and signal its expanded business
Developed a vibrant new logotype, retaining the red color of the bank's old identity
Designed a comprehensive identity system to ensure consistency
Conducted an employee orientation program to ease the implementation process