NORTH FORK BANK: An example of sheer design-power

A use of identity, by a leader

New: North Fork Bank's brand renewal... via sharper graphics and stronger name focus

Launched: Early in 2002

Story in brief:
The North Fork is a peninsula of Long Island. Growing through acquisitions, this country bank would become a big player in the New York City retail banking market, but still looked small. Its redesign neatly solves that problem: overnight, North Fork looks like a leader.

Credits:
Chair and C.E.O. - John Kanas
Vice Chair, and brand champion - John Bohlsen
Identity design - Roger van den Bergh's Onoma

First Impressions:
It's the perfect example of qualitative leap, from mediocrity to excellence, through design alone.

First, Bohlsen and Kanas wisely dumped the small-time initials NFB and the extraneous word "bank." The name alone, North Fork, is all we need. (Why not treat it officially as one word, NorthFork?)

Then, Onoma provided brighter, sharper colors, adding black for strength and contrast, in a rectangular system ideal for retail sign impact. The compass rose symbol was merely tweaked but is far stronger, now rising above its horizon. This new presence makes Citi and Chase look weak and tired.

Dénouement:
This fine design served until 2008, when CapitalOne acquired (and eliminated) North Fork.