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WINSTON-SALEM — Piedmont Federal Savings Bank, based in Winston-Salem, with an office in Clemmons, has served local residents in the Triad area for more than 120 years.

As of Feb. 19, the bank has introduced its new logo, typeface and brand colors along with a shortened name — Piedmont Federal Bank. The branding overhaul represents an elevated visual standard for the bank as it streamlines their services and modernize its approach for the next generation of clients.

Under the leadership of CEO David Barksdale and the bank’s marketing team, Piedmont Federal entered into a strategic creative partnership with Winston-Salem interactive firm Airtype Studio in 2022. In light of the clear need for modernization of the bank’s website and associated brand elements, the parties engaged in a comprehensive reimagining of the core visuals for every level of the bank’s client-facing presence.

The ensuing rebranding process is built on several elements that hearken back to the bank’s core principles, including trust, evolution, innovation and transparency.

The foundation for the visual exploration was “A Sense of Place”: understanding who the bank is to its clients, its commitment to the community and its track record of friendly and reliable service for over a century. The design choices were made with intention and with a goal of differentiation from regional competitors.