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Pioneer Launches New Brand Identity to Reflect Growth of Organization


New brand organizes various products and services around customers; Updated name and logo, website, brand materials launch this week

Albany, New York – Pioneer, a full-service financial company for individuals and families, businesses, and communities in New York’s Capital Region, announced today the launch of its new brand architecture and identity.

“Our organization has grown substantially in the past few years to include lines of business that complement the outstanding banking services Pioneer has provided for more than 130 years,” says Thomas Amell, President/CEO of Pioneer. “Our new brand architecture streamlines and organizes our services around our customers, not internally around operations, while also enhancing our customer experience to better reflect our exceptional culture.”

Though each of the various business line names will still exist as legal entities, the overarching Pioneer moniker represents the organization’s model of delivering a complete set of financial services to all of its customers under one roof.

This model also inspired a new tagline, All Together ForwardTM, and graphic symbol that is incorporated throughout all of the new brand assets. The tagline not only represents Pioneer as a singular company with a singular focus, but also that it is committed to moving the entire community forward, especially through its charitable Foundation.

In addition to all new marketing materials, Pioneer also launched a redesigned website that reflects the new brand architecture and a new web address/URL,

Amell adds: “While our brand has evolved, customers can still expect the same level of world-class service that they have come to value as a Pioneer customer. We look forward to delivering an enhanced experience through all customer touchpoints as a result of this new branding effort.”

Pioneer engaged the services of id29 (, a Troy, NY-based branding and marketing agency, to work alongside its in-house marketing team to produce the new brand architecture and identity.

For more information on Pioneer’s new brand identity and customer experience, please visit

Pioneer Gives Back

Pioneer Gives Back

The Pioneer Bank Foundation is committed to "helping kids be kids" by giving to local charitable organizations in our communities that focus on the health and welfare of children.

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