By Jeff McKinney
The Cincinnati Enquirer

For the second time in seven years, Provident Bank has changed its look in an attempt to distinguish itself from competitors.

Provident, Greater Cincinnati's second-largest bank based on deposits, has a new brand identity.

During the weekend, it unveiled a blue and gold logo and shed its red, white and blue colors that are also part of the nameplates for Fifth Third and U.S. Bank, it's two biggest local rivals.

Moreover, Provident is initiating internal changes that its existing 500,000 customers won't see - ones that the bank says will offer more options and convenience.

Although Provident would not say how much it's investing in the makeover, the bank said the new brand identity will be supported by the largest advertising campaign in its 102-year-old history.

The change comes seven years after parent company Provident Bancorp Inc. in 1997 changed its name to Provident Financial Group Inc. and modernized its bank branches.

Robert Hoverson, Provident's president and chief executive, said the update reflects a renewed commitment to customer service.

It sent about 155,000 pieces of mail to Cincinnati-based customers announcing the changes.

Provident has spent the last two years developing the new identity, teaming with local advertising and branding companies.

"It's a massive undertaking," Hoverson said.

Among the changes:

• Most of its 52 Greater Cincinnati branches will have extended hours, including on weekdays and Saturdays.

• All of Provident's 3,200 employees have completed customer-service training, including Hoverson.

• Improved TeleBank, Provident's bank-by-phone service, that among other things, will reduce wait times and cut the need to re-enter account or personal information.

But the most noticeable change customers will see is the look.

Howard McIlvain, executive vice president/creative director at LPK, a Cincinnati brand identity firm, said his firm came up with a color scheme, typography and brand identify that best expresses Provident's viewpoint going forward.

"We wanted to create an identity that is distinctive in the marketplace and is memorable to customers," he said.

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E-mail jmckinney@enquirer.com