The Fifth Third Bank identity redesign brings a refreshed sense of clarity, confidence, and momentum to a historic brand. Rooted in the bank’s long-standing commitment to trust and service, the updated identity introduces a modern visual language that feels both timeless and forward-thinking. The refined logo, clean typography, and simplified color palette work together to create a system that’s more adaptable across digital and physical touchpoints. This redesign not only strengthens brand recognition but also better reflects Fifth Third’s evolving role as a partner in everyday financial progress.
Fifth Third Bank: A bold new identity
Time
8 weeks
Deliverables
Website Design
Letterhead
Envelope
Business Card
Mark
Case Study is at the bottom
Mark
This updated logo reimagines Fifth Third Bank’s heritage through a timeless, geometric mark that communicates stability, balance, and forward momentum. Drawing from the bank’s legacy while embracing a clean, digital-friendly aesthetic, the design reflects a commitment to both tradition and innovation.
Key Features:
Timeless geometry: A diamond-based structure with four outer shapes and a central square evokes strength, balance, and reliability.
Subtle numerics: The composition abstractly hints at the numbers "5" and "3" — a quiet nod to the bank’s name without being literal.
Modern color palette:
Bright blue (#007fff) brings energy and digital relevance.
Rich violet (#9d45b5) adds sophistication and depth.
Scalable & versatile: Designed for clarity across print and screen, the mark works confidently at any size.
Brand evolution: Updates the legacy symbol while preserving its recognizable rhythm and symmetry.
Lockups
Brand Stationary
Business Card
All stationary
Envelope
Website Design
Home Page
Debit Card Page
Credit Card Page
Momentum Banking Page
Credit Card Design
Additional+
Design Rationale:
The background features angular planes of blue inspired by the mark’s structure, giving a subtle sense of movement and dimension. These shapes reference the diamond and square forms of the logo, reinforcing brand consistency without being literal.
Quick Highlights:
Geometric background nods to the new mark while creating subtle depth and motion
Minimal layout ensures clarity, elegance, and digital usability
Brand consistency through visual language, not just logo placement
Balanced hierarchy with essential elements (chip, logo, network) clearly legible
Overview
The goal of this web redesign was to reimagine Fifth Third Bank’s digital presence with a cleaner, more intuitive experience—one that reflects the brand’s values of trust, innovation, and everyday accessibility. The redesign modernizes the interface while reinforcing the bank’s commitment to customer-first banking.
The Goal
Translating Fifth Third’s Timeless Values into a Streamlined, Forward-Thinking Digital Presence
Streamline user navigation and improve hierarchy
Highlight Fifth Third’s standout offerings like Momentum Banking and mobile tools
Modernize the visual identity while staying true to the brand’s heritage
I began with a competitor audit and user interviews, identifying common pain points like unclear CTAs and overwhelming menus. This research guided the creation of simplified wireframes and a more intuitive site architecture.
While working through the redesign, I noticed that the existing site leaned heavily into a modern aesthetic, which felt disconnected from the bank’s rich history. I made intentional design decisions to bring back a sense of heritage while keeping the experience clean and user-friendly. Some of those decisions included:
Referencing traditional layout structures to introduce balance and familiarity
Using refined serif and sans-serif type combinations to evoke both trust and clarity
Pulling visual inspiration from past branding elements to create continuity with the bank’s legacy
Introducing subtle visual details, like fine lines, and classic iconography to anchor the site in a more timeless tone
By grounding the redesign in the bank’s motto, “Timeless Banking, Forward Thinking,” I created a digital presence that feels both respectful of the past and ready for what’s next.
Research
Persona
Jordan Miller
Age: 38
Tech comfort: Moderate
Background:
Jordan relies heavily on digital banking to manage his personal and business finances. He accesses banking services primarily through the website and mobile app, preferring quick and seamless online experiences. Jordan often performs tasks like checking balances, transferring funds, paying bills, and applying for products online. He values a website that is easy to navigate, loads quickly, and clearly highlights key features. Complex menus or unclear calls to action frustrate him and can lead to abandoned tasks.
Goals:
Access mobile banking easily from any device
Find clear, straightforward information
Feel confident and secure when using digital banking
Frustrations:
Confusing navigation and hidden information
Overly modern or impersonal designs
Difficulty finding customer support
Needs:
Intuitive, easy-to-navigate website and app interfaces
Clear and visible calls to action that guide next steps
Outcome
The redesigned pages welcome users with focused messaging and clear calls to action, such as Open an Account and Explore Mobile Banking. A grid-based layout brings structure and clarity, while brand colors are used intentionally to draw attention to key areas. The typography strikes a balance between professionalism and readability, and friendly iconography adds visual warmth. The overall design is deliberately minimal, with fine lines and subtle pops of color guiding the user’s journey. This approach creates a digital experience that feels clean, approachable, and timeless, reflecting the lasting trust behind the Fifth Third brand.
Reflection
This rebrand was challenging at times because, in many ways, I was designing for everyone. The nature of a bank means serving a wide and diverse audience, across ages, financial situations, and levels of digital fluency. Striking the right balance between clarity, trust, and usability pushed me to think critically about every design choice. This project gave me the opportunity to problem-solve for real-world scenarios, and to create a digital experience that feels both approachable and enduring.