Ally Financial (Ally Bank) Logo

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Ally Financial Logo
While the Ally Financial logo contains nothing but the name of the brand, in fact, there is a deep meaning behind it. This simple wordmark reflects the bank’s core values.

Meaning and history

Ally Financial (Ally Bank) Logo history


We should start our story from May 2010, when GMAC (General Motors Acceptance Corporation) rebranded itself as Ally Financial. It was not just the new name but a new brand identity with a different message. You can notice it in the television spots comprising Ally’s debut campaign (they were produced by BBH New York). Here, you could see children experiencing problems because of the draconian behavior of regular banks. By contrast, Ally presented itself as your ally in the world of finances. It promised transparency and clarity.
“Straightforward” was the key word used in advertising. If you try to describe the wordmark using a single word, chances are this word will also be “straightforward” (or something similar).

Old emblem

Ally Financial emblem
Before being rebranded as Ally, the bank holding company worked as General Motors Acceptance Corporation. From 2001 to 2009, its logo featured the abbreviation “GMAC” in blue. Below, there was a horizontal bar. Most of it was blue but there was also a yellow part.

Font

Ally Financial simbol
The brand identity of the bank heavily relies on the Benton Sans font. It has been consistently used across all media, from print and outdoor ads to web to mobile. We should point out, though, that the Ally Financial logo is an exception to this rule and does not use the Benton Sans type. The most obvious difference is that the “y” from the logo does not have the curve on its end like the “y” from Benton Sans does. The wordmark is a custom artwork, which is especially obvious in the case of the “a.”

Colors

Ally Financial
The signature plum color is an essential part of the company’s brand identity. It is used not only in the Ally Bank logo but also across its website, advertising, etc.