For the first time in more than 25 years, Washington Federal Savings is updating its company image and launching a new brand identity. New signs are already being installed at many of the company’s Western Washington locations, including 2 branches in Kirkland. Work will continue locally through early May. The company-wide initiative centers around shortening the corporate name to “Washington Federal” and re-branding the branches recently acquired from both Horizon Bank and First Mutual Bank. All will operate under the “Washington Federal” name going forward.
“We felt it was time to update our image to better reflect our financial strength and wider array of banking services,” said Roy Whitehead, Chairman, President and CEO. “During the past three years, we’ve added more than 40 branches to our organization, and needed to integrate those offices as well as establish Washington Federal as a premier regional bank in the Western U.S.”
Over the past 18 months, Washington Federal has undergone a comprehensive brand review designed to freshen its image, communicate its positioning and encompass recent acquisitions. The New Mexico Division was the first to install new exterior signs and lobby merchandising, with work completed this past month. Washington Federal’s brand is designed to reflect a simple, friendly and mature image consistent with one of the nation’s strongest banks. The company will employ a new tagline, “invested here” to convey its commitment to the neighborhoods it serves as a portfolio lender who makes and keeps 30-year fixed rate mortgages. Washington Federal also maintains one of the highest capital levels among the nation’s 100 largest financial institutions and earned $40.7 million in net income during fiscal year 2009.
Washington Federal (Nasdaq: WFSL) has 160 offices in Arizona, Washington, Idaho, Oregon, Utah, Nevada, Texas and New Mexico and specializes in residential real estate lending. Established in 1917, the company reported $12.7 billion in assets and $7.9 billion in deposits as of December 31, 2009.