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ABOC: Rebranding for National Expansion and Future Growth Backed by EBM domain
By Tsani Gramatikova access_time 2 min read

To mark its 102nd anniversary, Amalgamated Bank of Chicago is rebranding to ABOC. The rebranding honors the bank’s rich history while preparing it for future growth and expansion with a new name, logo, and visual identity.

Founded in 1922 by the Amalgamated Clothing Workers Union, ABOC has a long history of serving the financial needs of local businesses and working people. Headquartered in Chicago, the bank has broadened its focus over the past century, building strong trust and providing expert financial and banking services.

We believe the time is right to show what makes us special: a strong foundation, deep trust, expert knowledge, and personalised service. This rebranding will re-energise the bank, re-introduce it to Chicago, and attract new customers in other markets, starting with St. Louis.

ABOC’s President and COO Nick Weaver

ABOC is also expanding its services to attract new union customers outside Chicago, starting with St. Louis in 2024. This includes Union Protect Solutions, which caters to unions of all sizes with remote services and products grouped into three tiers. “We’re confident in our ability to distinguish ourselves from our peers with our history, knowledge, expertise, relationships, and banking services,” says Weaver.

Along with the shorter, more user-friendly trade name, ABOC has introduced a tagline for the new brand: “A Bank Built on a Strong Foundation.” Chicago is being removed from the company brand name to reflect the bank’s desire to increase its customer footprint. The new logo features an interlocking hexagon that looks like a handshake, symbolising the close partnerships ABOC has with its clients and its commitment to its successful history.

ABOC operates on the Exact Brand Match (EBM) domain, reducing confusion and improving engagement, as well as enhancing trust and credibility. The company also owns the and domain names. Most successful global brands use the power of domains and maintain portfolios of names that serve different purposes—to protect their brand, as part of marketing campaigns, sub-brands or products, to appeal to specific audiences, and more.

With its new identity, ABOC is ready to start the next chapter of its rich history, building on its solid foundation while embracing future opportunities for growth and innovation.

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