Pioneer Savings Bank has become the latest Capital Region bank to give its corporate identity an overhaul in an increasingly crowded market.
At its annual employee meeting Sunday, the Troy bank announced its new name: Pioneer Bank. The new corporate slogan is “Where business is personal.”
The brand makeover marks the $750 million bank’s first name change since 1972, when it went from the Pioneer Building-Loan Savings Association of Troy to Pioneer Savings Bank.
“We believe it is important to stand out in this crowded market, and our updated brand will help us better reflect our commitment to serving Capital Region businesses and consumers,” Pioneer President and Chief Executive Officer John Scarchilli said in a statement.
Other area banks have recently made similar moniker moves or brand overhauls to stand out better. The National Union Bank of Kinderhook, which last year entered the region’s market with an East Greenbush branch, in July changed its name to Kinderhook Bank. In September 2006, 1st National Bank of Scotia rolled out its first new corporate logo since the 1970s.
Pioneer was founded in 1889. It has 15 branches.