Don't be surprised if you spot a tint of blue on one of the big, bold green neon Firstar banners around town. The change in hue is, well, literally a sign of things to come.

        The bank has begun testing new neon — most recently at the Firstar Tower downtown.

        Firstar is testing neon light tubing on various signs to help determine which shade of blue, for example, might work best as it prepares to change its name this year to U.S. Bank.

        Firstar bought U.S. Bank's parent, U.S. Bancorp, in a $23 billion stock deal last February and will adopt the U.S. Bank name nationwide this year.

        “Before you invest thousands and thousands of dollars to change the name on top of a building, we wanted to test different shades of blue to see which one might work best,” says Jenny Powell, senior vice president of corporate marketing at Firstar. “Though we have not decided that yet, it will be neon. I guess you can say we're neon crazy.”

        More proof of that can be seen on Interstate 75 and Interstate 71, where Firstar's neon green icon also blazes. That “blue effect” might pop up on those signs soon from time to time.

        Ms. Powell, the whiz behind the bank's neon green, is among Firstar executives — including chief executive Jerry Grundhofer and consumer banking boss Richard Davis — who will have final say on what colors and signage will be used for the U.S. Bank identity.

        The name change, which will be the second for the former Star Bank in three years, also will mean a new banner for Cincinnati's skyline and Firstar Center. But whether that will be red, white and blue — matching U.S. Bancorp's corporate colors — or just some shade of blue, only time will tell.

        “We can't tell you yet, but it will be a big event for Cincinnati,” Ms. Powell says. “I guess you'll just have to watch those signs.”

        Have a tip about a Tristate company that should be included in our Buzz? Call 768-8147 or e-mail business@enquirer.com.

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