TD Bank is a financial institution that provides banking services in all regions of the United States. It operates as a subsidiary of Toronto-Dominion Bank, a multinational conglomerate headquartered in Canada. The American brand got its current name in 2008 after Banknorth’s merger (founded in 1852 as Portland Savings Bank) and Commerce Bancorp (founded in 1973 by the fast-food chain owner).
Meaning and History
Thanks to its huge number of branches, TD is considered one of the largest banks in North America. Therefore, its square green logo is known almost everywhere – from Florida to Maine. The financial institution uses the official branding of its parent company, Toronto-Dominion Bank. In turn, that owns a large number of divisions because it has grown by acquiring other organizations. Its brands share a common identity that is built on a consistent system of visual signs.
1973 – 2009
Before Commerce Bank became part of TD Banknorth, it had a logo with a big red “C.” The capital letter was shaped like a flying drop. Above was the name of the organization, written in black italics, sans serif.
2009 – present
After the merger of Commerce Bank and TD Banknorth, a completely new brand was created – TD Bank. The abbreviation, in this case, stands for Toronto-Dominion. The combined company had to ditch the “C” symbol and adopted a different color scheme. As a result, she has an emblem in a light green square with white letters “T” and “D.” The second part of the name is located slightly to the right. This is the dark green word “Bank” in bold. On the website and in advertisements, it can be supplemented with a slogan.
The design and strategy of the TD brand were developed by the Canadian studio Shikatani Lacroix. She had a specific challenge: to create a universal visual identity that would suit both the parent conglomerate and its subsidiaries.
2019 – present
The symbol with the letters “TD” turned out to be so successful and memorable that the bank began to use it separately from the wordmark. The green square does not need any additions – it is the basis of the corporate identity.
Designers have filled the TD Bank logo with visual metaphors. Even its quadrangular shape symbolizes discipline and order because a square is a “stable” figure, equal on all sides. Connecting letters with a common white line represents consistency and connection. Therefore, both a clear geometry and a special ligature have a double meaning.
Font and Colors of the Emblem
The letters “TD,” short for Toronto-Dominion, looks more like a stylized monogram than full lettering. The expanded version of the logo, which has a wordmark, uses the Frutiger UltraBlack font developed by Adrian Frutiger’s typographer.
The green color went to the American brand from one of its predecessors – TD Banknorth. It is represented in the character system in two shades: darker British Racing Green (# 003F2D) and lighter Apple (# 54B848). In addition to symbolizing vitality and money, this color makes TD Bank unique and differentiates it from other US financial institutions.