Something old, something new, something borrowed, and something blue.

When Guilford Savings Bank introduced our popular GSB/Swoosh Brand to our team and the community we used a timeless wedding poem to reflect the marriage of tradition and innovation reflected in that refreshed brand.


Now, more than a decade later, we’re introducing a refreshed brand and renewing our promise to remain an independent community bank.


After two years of research and market surveys which explored options from a completely new brand to an updated brand, we have opted to refresh our GSB family brand, achieving a balance of the tradition that is familiar to those of you who know us well, and a new progressive image.


The brand transition began with the groundbreaking of our North Haven office and over the course of the months ahead, you will begin to see the transitions across our other offices. While it won’t happen overnight, you will see this new branding phased into messaging, on buildings, and tools such as debit cards.


If you’re interested in learning more about our journey, continue reading below:


Something old: We have kept the long-standing acronym, GSB, but we are stepping back from the geo-limiting Guilford Savings Bank. With locations from North Haven to Old Saybrook, and digital and virtual banking services offered throughout the state, we are honoring our historical brand, but approaching new markets and new opportunities with our acronym, only.


Something new: Being a financial institution that offers a full range of services especially commercial products, while being called a "savings bank" has offered us some challenges. Clearly, we've overcome those perceptions, meeting both the consumer and commercial needs of our community. As a result, we are proud to position ourselves: "the only bank you'll ever need." This new phrase affirms our ability to meet consumer needs at all levels — business, commercial, stages of life... stages of wealth. Whatever your need, it's the GSB mission to be the only bank you'll ever need.


Something borrowed: We've kept our popular swoosh shape, modernizing it to be more reflective of current trends. We've also borrowed elements of our current font style, again modernizing to improve readability and adaptability across all digital devices. It's important that current fonts be accessible for websites, digital ads, and email communications.


Something blue(er): Speaking of accessibility you will note that while we have kept our blue/green colors, the values have been refreshed and we are now using a much darker blue. This color provides better contrast on traditional forms of advertising while also meeting ADA standards on websites, smartphone applications, and other new media where better contrast equates to a better consumer experience.



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