In 2019, following the merger with Fidelity Southern Corporation, Ameris Bank unveiled a redesigned logo reflecting the heritage of both institutions. The updated emblem aimed to unify their brand identities while streamlining the design for a more modern and cohesive appearance.

Previous Ameris Bank Logo: Patriotism and Complexity

Before the redesign, the Ameris Bank logo featured several symbolic elements intended to convey specific messages:

• The Banner in the 'A': Replacing the horizontal bar of the initial "A," this element was designed to resemble a flag, evoking patriotic themes.
• The Humanized 'I': The letter "I" was stylized with two extensions resembling arms, creating a figure-like appearance symbolizing human connection and approachability.
• A Thin Red Line: Positioned below the word "Ameris," this accent emphasized the bank’s ties to American values, aligning with its red, white, and blue color scheme inspired by the U.S. flag.

While the symbolism was clear, the design appeared overly intricate, with too many elements competing for attention.

Redesign After 2019: Merging Two Identities

The redesign was handled by Matchstic, an Atlanta-based branding agency. The goal was to create a singular, cohesive emblem that combined the legacy of Ameris Bank and Fidelity Bank.

Key Features of the New Logo:

1. Simplification and Focus:
   • The humanized "I" and the banner were removed to declutter the design.
   • A lion symbol, inherited from Fidelity Bank, was introduced as the primary emblem.
2. The Lion Symbol:
   • The redesigned lion features a modern, minimalist style with natural proportions and an optimistic expression, in stark contrast to Fidelity Bank's older, less dynamic lion design.
   • This element conveys strength, reliability, and confidence, aligning with the bank’s aspirations.
3. Color Palette:
   • The logo retains the patriotic red, white, and blue colors from Ameris Bank’s previous branding, reinforcing its American heritage.
   • The tones are subtle yet impactful, contributing to a professional and trustworthy aesthetic.

Final Impression

The 2019 Ameris Bank logo successfully bridges the histories of both Ameris and Fidelity Banks. By embracing a streamlined design and incorporating a refined lion symbol, the logo communicates modernity, stability, and a commitment to excellence while maintaining its roots in American values. The redesign exemplifies how thoughtful branding can honor the past while preparing for a unified future.