Independent Banker - December 2023 - 66

CONNECTIONS MEMBER BENEFITS
Last month, ICBA unveiled its new
brand, which depicts how it shows up for
the community banking industry.
" It's been a long journey, " says Jana
Jurukovska, senior vice president of
marketing and creative director for ICBA,
" but it's one that is positioning ICBA to
continue to grow and thrive as it has been
in a way that's more intentional, directional
and powerful for the organization. "
As part of the rebrand, ICBA's colors,
images, messaging and more have
changed, but the updated brand guidelines
serve more than an aesthetic purpose. The
new look showcases how vibrant, bright
and bold ICBA and its members are.
" This is not just a new logo; this is how
we're repositioning ourselves, how we're
making ourselves up and proof of the
embrace of this more master brand-centric
architecture, " says Rob Birgfeld, executive
vice president and chief marketing officer
for ICBA. " It's this idea that ICBA is putting
its arm around the things it's proud of. "
How the new brand began
New look,
expanding values
In November, ICBA announced a rebrand that would better
represent the organization and its mission as a whole. Here's
what inspired and drove this change. By Tiffany Lukk
ince it was founded in 1930, ICBA has changed and evolved to better
serve the community banking industry. That has meant establishing
new services, honing different areas of expertise and building a strong
community banker network.
The association's impact has only continued to grow, reaching
community bankers across the country. That's why ICBA launched a
rebrand: to make clear all that makes up the ICBA value proposition
while projecting the uniqueness and differentiation of the community
banking business model.
66 // ICBA Independent Banker // December 2023
S
According to Jurukovska, what started as
an exploration of brand equity and how
well ICBA members know the brand and
its subsidiaries became a discussion of
how ICBA as a whole fits together and has
grown organically over time.
Advocacy was the primary focus of
ICBA when it was founded-and remains
vital to it today-but the organization has
established many other products, services
and subsidiaries since then.
" We've never repositioned how we talk
about what we offer and how we show up, "
notes Jurukovska. " This [rebranding] is
our chance to really bring it all together,
in the perfect timing to really stand out in
the world. "
ICBA's reinvigorated pillars
When Rebeca Romero Rainey became
president and CEO of ICBA in 2018,
she made it a point to clarify that ICBA's
three pillars-advocacy, education and
innovation-all stood equal to one another.

Independent Banker - December 2023

Table of Contents for the Digital Edition of Independent Banker - December 2023

Contents
Independent Banker - December 2023 - Intro
Independent Banker - December 2023 - Cover1
Independent Banker - December 2023 - Cover2
Independent Banker - December 2023 - Contents
Independent Banker - December 2023 - 2
Independent Banker - December 2023 - 3
Independent Banker - December 2023 - 4
Independent Banker - December 2023 - 5
Independent Banker - December 2023 - 6
Independent Banker - December 2023 - 7
Independent Banker - December 2023 - 8
Independent Banker - December 2023 - 9
Independent Banker - December 2023 - 10
Independent Banker - December 2023 - 11
Independent Banker - December 2023 - 12
Independent Banker - December 2023 - 13
Independent Banker - December 2023 - 14
Independent Banker - December 2023 - 15
Independent Banker - December 2023 - 16
Independent Banker - December 2023 - 17
Independent Banker - December 2023 - 18
Independent Banker - December 2023 - 19
Independent Banker - December 2023 - 20
Independent Banker - December 2023 - 21
Independent Banker - December 2023 - 22
Independent Banker - December 2023 - 23
Independent Banker - December 2023 - 24
Independent Banker - December 2023 - FIS1
Independent Banker - December 2023 - FIS2
Independent Banker - December 2023 - FIS3
Independent Banker - December 2023 - FIS4
Independent Banker - December 2023 - 25
Independent Banker - December 2023 - 26
Independent Banker - December 2023 - 27
Independent Banker - December 2023 - 28
Independent Banker - December 2023 - 29
Independent Banker - December 2023 - 30
Independent Banker - December 2023 - 31
Independent Banker - December 2023 - 32
Independent Banker - December 2023 - 33
Independent Banker - December 2023 - 34
Independent Banker - December 2023 - 35
Independent Banker - December 2023 - 36
Independent Banker - December 2023 - 37
Independent Banker - December 2023 - 38
Independent Banker - December 2023 - 39
Independent Banker - December 2023 - 40
Independent Banker - December 2023 - 41
Independent Banker - December 2023 - 42
Independent Banker - December 2023 - 43
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Independent Banker - December 2023 - 45
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Independent Banker - December 2023 - 50
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Independent Banker - December 2023 - 53
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Independent Banker - December 2023 - 55
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Independent Banker - December 2023 - 58
Independent Banker - December 2023 - 59
Independent Banker - December 2023 - 60
Independent Banker - December 2023 - 61
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Independent Banker - December 2023 - 63
Independent Banker - December 2023 - 64
Independent Banker - December 2023 - 65
Independent Banker - December 2023 - 66
Independent Banker - December 2023 - 67
Independent Banker - December 2023 - 68
Independent Banker - December 2023 - Cover3
Independent Banker - December 2023 - Cover4
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