One Fifth of a Third Better

Established in 1971 as part of Fifth Third Bank — one of my all time most-hated logos — Fifth Third Processing Solutions is one of the largest providers of credit card processing and payment strategies for more than 400,00 financial institutions and other business merchants, processing “more than 11.4 billion ATM and POS transactions and nearly $400 billion in debit and credit sales volume annually.” This june the company announced it would change its name to Vantiv. Not much information on the design or naming is offered by the press release. (Leads and tips welcome). Brand video. The Fifth Third Bank logo isn’t gone, but at least one of the members of its brand hierarchy is and that’s a start. I mean, that typography. Ugh. The new wordmark, set in Aven