BC&CO Logo Banner. Fidelity Bank Header
Outdoor photo of a tall pylon with Fidelity logo and typeface next to a fluttering US flag.
The Pylon Sign displaying the Bank Symbol, Bank Logotype and inset panel for future information such as ATM’s, drive-throughs, etc.
Retained by Fidelity Bank in 1983
to develop a new Corporate Identity program for it’s headquarters and all 125 branch banks in the statewide (New Jersey) franchise.
Surveys of all sites were completed to determine sign types and their scale for each facility.
A separate program for the ATM system was also developed with it’s own identity.
The use of the Federal currency was seen as an appropriate reference for a Bank Identity program.
US five dollar bills stacked upon one another showing the bottom text of each, featuring the word five.
1. The unique typography found on the dollar was used as a departure point for developing a logotype and symbol.
Photo of the old Fidelity Union Bancorporation logo and circular text around it.
The original Fidelity Corporate symbol
The new Fidelity logo as a gold pot metal lapel pin attached to the lapel of a suit.
The new Fidelity symbol as a lapel pin
Geometric drawing of the letter F that shows how the new typeface was developed.
2. The letterforms geometry was adapted to a non-serif version (no curves) that served as the basis for the logotype.
Geometric drawing of the new Fidelity logo that shows how it was developed.
3. The same geometric grid was used as the groundwork for developing the symbol
for the Bank.
New Fidelity logo and typeface in raised symbol and logotype, white on white, with shadows bringing out the design.
A dimensional white-on-white wall application
Logo and typface applications on a pile of the Fidelion monthly newsletter.
The newsletter banner headline
Logo and typface applications atop several pieces of paper.  Three different designs for the new letterhead.
On letterhead, envelopes and cards
Photo of a tall white building in downtown Newark, New Jersey, with the new green logo and typeface boldly displayed atop it.
Downtown Corporate Headquarters
Fidelity Union Bank and logo mounted to a large glass window with white vinyl diecuts. Another example of glazing the logo and typeface with a repeat logo pattern beneath.
On glazing
Green and white logo with typeface beneath it.
Stacked version
Model of an interior room in corporate headquarters featuring a repeat white on white logo on the wall, 
        with a plant, a door, and a man standing beside it.
Proposed dimensional wall treatment for the corporate headquarters
A system of exterior sign components was developed to accommodate the wide variety
of architectural styles throughout
the branch system.

They included freestanding illuminated pylons, cast symbol plaques, individual logotype letters and a variety of glazing applications.

Each site was surveyed and
signage applied.
Photo of a left hand holding a large letter F that was cast aluminum.
Individual cast aluminum letters
Elevation drawing featuring a pylon with logo and typface beside a typical bank branch structure with columns.
Freestanding pylon
Elevation drawing featuring the logo and typface as it would appear on the frant of a typical bank building, 
        with a car and a person standing in front of it.
Trypical branch building
Closeup drawing of how the logo and typeface would look on the bank branch building.
Typical urban building
Closeup of the first three letters of TREASURY showing the design of the font.
Again using currency as a design influence, a separate graphics scheme was devised for the Banks proposed ATM system called                              The TREASURER
Drawing of The Treasurer script as it would appear appear above a pair of Automatic Teller Machines, 
        with a man standing beside them for perspective.
Typical interior ATM arrangement
Several different color folders featuring a repeat logo pattern with The 5.25% earner written at top right, 
        fanned out to show all the different colors.
Photo of the office desk of Bill Cannan office desk at 2112 Broadway in New York City surrounded with dozens of hand drawn 
        design development drawings for the Fidelity logo and typeface illustrating the painstaking process of trial and error 
        that led to the finished products in the days before computer graphics.
A variety of approaches were developed in the design process phase eventually leading to the selection of an idea for further development.