HSA Bank Unveils New Branding

HSA Bank is launching a new visual brand identity and logo, in an effort to modernize the brand and its marketing resources.

“Our new visual identity reflects our dedication to consumer engagement and driving confident financial healthcare decisions,” said Stephanie Meyer, chief marketing officer at HSA Bank.

“To achieve this, our enhanced customer experiences make it easier for members to understand and make the most of their benefits and healthcare finances.”

The new logo comes as more firms recommend non-traditional financial benefits, including emergency savings accounts, student loan benefits, and healthcare features.

“With new product offerings, like emergency savings accounts, and the integration of emerging technologies, HSA Bank’s new brand signals greater opportunities for members to maximize their healthcare spending, saving and investments,” said Chad Wilkins, president of HSA Bank. “We’re excited about these recent advancements and we look forward to helping our customers accelerate and protect their retirement readiness.”

The new brand and logo are now live across online channels and marketing materials with further updates including partner collateral rolling out throughout the year.