Bonvenu Bank Wishes a ‘Good Welcome’ to New Brand
In a daring shift indicative of its vision for the future and ongoing commitment to its community, Bonvenu Bank headquartered in Bossier City has unrolled a fresh brand identity. The rebranding retains the institution’s heritage while carrying its drive for community and institutional growth forward.
From Citizen to Bonvenu
Bonvenu Bank, originally established as Citizens National Bank in Bossier City in 1985, has grown steadily, extending its reach to Shreveport in 1997, DeSoto Parish in 2009, and Webster Parish in 2011. It most recently expanded into South Louisiana in 2021. Now standing as the 8th largest in the state out of 109 banks, the identity change is a significant move.
The bank’s President and CEO, Jason Smith, shared his sentiments about the bank’s impact on the local community. “I feel a tremendous sense of responsibility to Bossier. We’re filling a void by serving on community boards, supporting volunteer organizations, and providing resources to nonprofits. We’re only as good as the community we serve. The better our community is, the better opportunity we have to be a great company,” Smith said.
The New Identity
The rebranding operation was set in motion several years ago. However, timing was a critical factor and it was only in May 2023 that Smith proposed the idea to the bank’s board. The process, initially expected to take up to two years, was expedited to be announced at the annual meeting.
The hunt for a distinctive name that remained true to their roots turned out to be harder than anticipated. With input from a team with around 160 years of combined banking experience and a comprehensive list of over 1200 possibilities, the choice eventually fell on Bonvenu.
Inspired by the French language, resonating with the rich cultural heritage of Louisiana, “Bonvenu” is derived from the French words “bon,” which means “good,” and “bienvenue,” translating to “welcome.” The bank’s logo has also been revamped, featuring a color palette of teal, gold, sky blue, and oyster, along with a crown-like symbol abstractly representing the culture and landscape of Louisiana.
Maximize Impact, Minimize Disruption
For existing clients, not much will change as the rebranding takes effect. Checks, deposits, and debit cards bearing the old Citizens National Bank branding will remain valid, with future essentials to carry the new branding. However, customer-first service, a driving principle of the bank, remains unaltered, and the new brand will mirror this value while innovating to serve newer markets better.
Smith concluded, “We’re not leaving our community. We’re expanding our community to where there’s opportunity.” He understands the transition from the previous brand to Bonvenu will require time and patience. “We have to respect that legacy but acknowledge our aspirational goal of being Louisiana’s community bank.”
