American bank HSA Bank, part of the Webster Bank group, has introduced a new logo and updated its design. The company provides financial services in the healthcare sector, helping people manage medical expenses more easily.
The old logo was somewhat complex—it featured a green shape resembling a paper airplane or an upward arrow, with an italicized font. Using multiple shades of green made it less effective on digital platforms.
The new logo is more straightforward. The arrow symbol was simplified by removing extra details, resulting in a clean and practical icon. The arrow represents growth and progress. The italicized font was replaced with an upright one, making the wordmark appear more reliable and clear.
Instead of several shades of green, the new palette includes only two: a rich dark green and a bright lime. The contrast between them works well both online and in print.
With the new design, HSA Bank aims to attract new employees and clients by clearly communicating its banking products—health savings accounts (HSA), emergency savings accounts (ESA), education reimbursement, and commuter benefits.
