First Horizon National Corporation has announced that it will bring together its family of companies under a unified set of brand names and a new logo.
In the 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 in November.
“Our new logo pays homage to our Tennessee heritage, yet is updated and has a modern look,” said Dave Miller, First Tennessee Bank’s president of the East Tennessee Region. “In many respects, that’s where we are as a company: a Tennessee bank with an incredible heritage of service that is investing and evolving for the long term. It is a powerful story.”
Bryan Jordan, president and CEO of First Horizon, said, “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, rebranding of financial centers, corporate buildings and customer communication channels. Enhancements for customers include new products, enriched technology and customer innovation labs.
Learn more about First Horizon’s new brand promise here.