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Tuesday, January 15, 2019

Citizens National Bank changes name to VeraBank - Longview News-Journal

As of Jan. 22, there will be a new bank name across East Texas. Citizens National Bank on that day will become VeraBank.

The name change is necessitated by the bank's growth, said Brad Tidwell, president and CEO. As Citizens has grown into new markets, it has bumped up against like-named banks. The new name, which rhymes with Sarah, aims to avoid that.

"Our goal was to find a name that was unique, simple, transparent, and identifiable, and I truly believe we have done just that," Tidwell said in a statement. "The decision to change was not an easy one but was necessary for the future of the bank."

While the name change is official on Jan. 22, locations across all markets will be transitioning to the new look over the coming months. Citizens said its  identifiable brand colors — teal and orange — will remain the same. The logo will be slightly modified to reflect a more modern look but keep the diamond shapes to signify continuity. 

Executive Vice President and Chief Retail Officer Woodie Tipps said the refreshed brand would set the bank apart in markets.  "It is designed to appeal to new communities and younger customers — while celebrating and acknowledging those long-time customers we’ve always had the pleasure to serve," he said.

Henderson-based Citizens National Bank was established in 1930 and serves East and Central Texas with its network of 36 branches and $2.3 billion in assets. VeraBank also has trust assets under management in excess of $600 million. 



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