Matchstic, an Atlanta-based brand identity firm, recently unveiled a brand update for Ameris Bank, which includes a new logo featuring a renewed iteration of the Fidelity Bank lion. Ameris Bank merged with Fidelity earlier this year.

Matchstic developed the updated look by collaborating closely with Ameris and Fidelity leadership and team members. The company sought to emphasize the themes of scrapping convention, getting things done right, delivering on promises and making quick decisions.

“Ameris Bank is dynamic, lionhearted, relational, resourceful and unconventional, and our goal was to help develop their brand attributes to make sure those traits were clear among all their audiences,” says Blake Howard, creative director and co-founder of Matchstic. “We wanted to merge the strengths of Ameris and Fidelity Bank and capitalize on their existing attributes that make customers trust them. We landed on a new brand look and voice that provide tribute to the company’s rich history and focused projections of its future.”

“For Ameris, the new brand is a reflection of the bank's history as an institution that isn't afraid to be bold and scrap convention to get things done for its customers and communities,” an Ameris Bank press release recently stated. “The updated look better represents Ameris Bank's size and scope in the financial industry while leveraging the existing reputational affinity for both Ameris and Fidelity in the Southeast.”

In addition to retaining the Ameris Bank name and Fidelity-inspired lion, the updated brand also maintains Ameris Bank's red, white and blue color palette.

"Today represents the addition of a new chapter to a solid legacy for Ameris Bank," Ameris Bank CEO H. Palmer Proctor, Jr. said in the company’s press release. "In addition to better representing who we are, our new brand is a reflection of our fierce commitment to helping customers achieve financial peace of mind."