Two Thirds Off, At Least

I have always been disgustingly fascinated by the name “Fifth Third Bank”. Specially since I had no idea where it came from. I wondered, how stupid can a bank be that divides anything into two times more than it mathematically could? Having never had to satisfy that curiosity until today — since I bank at Pentagram-designed banks only — I finally learned that the name comes from the merger of Fifth National Bank and Third National Bank almost one hundred years ago, in 1908, forming Fifth Third Bank. In the same vein, the old logo has consistently struck me as both repelling and fascinating, with its ultra thickness, italicism and super curves. Luckily, with a redesign by Cincinnati-based branding agency Deskey,�I have now come to peace with my paradoxical feelings: