I was thinking about banking today.
Suntrust changed their logo. It had been largely blue. They changed it to warm, summery tones, and gave the stylized sun curved, embracing rays.
I think the new logo looks kinda dopey, but it sure looks like the product of a focus group or two.

In contrast to the image that Suntrust wanted to convey, I thought "Why not intentionally cold associations?"

Arctic Bank.

The logo could make ample use of cold colors. Where else to keep your cold hard cash, after all? On top of that, Santa could be shamelessly employed for endorsements, without any serious risk of having to pay him a cent.

A safe-deposit box for diamonds also carries built-in appeal at Arctic Bank.

Arctic Bank. We're on top of things.