First Horizon National Corporation (NYSE:FHN) recently announced it will bring together its family of companies under a unified set of brand names and a new logo.
This fall, Capital Bank, First Tennessee Bank, FTB Advisors and FTN Financial will become First Horizon Bank, First Horizon Advisors and FHN Financial, respectively. The unification of First Horizon’s banking, wealth management and fixed income businesses under a common First Horizon brand represents an important step in the company’s transformation strategy, introduced at its 2018 Investor Day.
“We have a 155-year legacy of transforming our business to meet our customers’ needs and responding to changing environments,” said Bryan Jordan, president and CEO of First Horizon. “Aligning our businesses under our First Horizon brand now represents much more than a name change. It represents our renewed brand promise – we understand that our customers have their own financial horizons and can rely on us to deliver on their individual needs and aspirations.”
In fall 2019, the brand will be introduced through an advertising campaign and rebranding of financial centers, corporate buildings and customer communication channels. Enhancements for customers include new products, enriched technology and customer innovation labs.
First Horizon’s transformation strategy advances its highly successful relationship-based banking approach to deliver modern individual experiences where data and technology enable rewarding in-person and digital interactions.
To learn more about First Horizon’s new brand promise, visit www.thenewfirsthorizon.com.