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Brand Values
Outstanding customer service is so fundamental a brand value that U.S. Bank employees, including the CEO, wear lapel pins with the inscription “Service Guaranteed,” a visible symbol of the bank’s commitment. The U.S. Bank Five Star Service Guaranteed brand communicates two key values: commitment to serving customers across the United States, and commitment to outstanding customer service. Both are critical, understandable, and deliverable benefits for virtually all consumers in the financial marketplace.
The appearance of the brand reflects the way U.S. Bank does business with its customers: direct, clear, and specific about the brand promise and the scope of the bank’s capability. The solid, stable shape of the U.S. shield element illustrates the company’s solid performance and stability, important factors when a consumer or corporation is choosing a financial partner. At the same time, the sleek Five Star Service Guaranteed line and circle of stars communicates the commitment to service and the bank’s progressive and innovative approach to doing business.
The bright, bold red, white, and blue of the bank’s logo clearly underscores the company name, as well as the bank’s pride in being part of the American financial services industry. The logo reflects the company’s recognition of the importance of banks in the nation’s economic system. |
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