Customer Appreciation

Challenge. Go the extra mile to make customers feel appreciated while maintaining a strong, Fifth Third brand aesthetic.

Solution. Fifth Third is an odd name—especially for a bank. 5/3 is, after all, an improper fraction. Fifth Third flipped the script on this foible by leaning into the improper fraction—166.7%. 5/3 = 166.7%…or “a Fifth Third better.”

The Fifth Third logo itself has a long history of featuring a “shield” shape, a distinct brand element that is used to further unify collateral company-wide.