Champaign Bank

Michael Lamping, CEO, Futura Banc Corp., and Marketing Director, Roger Felch sought a revitalized logo to replace one that no longer served the 160 year-old financial institution in any meaningful way. Caler&Company took the bank and its subsidiary management team through a "Jump Start" process to objectively look at its brand through the eyes of customers to determine the organization's true value to its client base. The bank literally opened its doors ten years before the civil war began and was seeking the means to "blow off the dust" of its tired marketing initiatives. The idea of continuous compounded interest, "like the concentric circles when a stone is cast into a pond", launched the visual concept. The "bug" of the logo becomes a "C", a coin and a representation of growth or expansion. "Our Interest is You" was added as a positionining statement, which is literal as well as figurative – as a service promise. Gold and green, the color of money, became the new corporate color palette.