Raleigh-based First Citizens Bank is watching the rollout of its new branding initiative, which a spokesman says represents a “fresh take” on the bank’s identity, products and services. According to a news release, the campaign represents the 115-year-old bank's first major advertising push in more than a decade.

First Citizens’ new logo introduces the brand. It’s a variation on First Citizens’ traditional "FC" flag icon with a new tagline: “Forever First.”

“There’s a new look and feel to everything we do,” said spokesman Frank Smith of the initiative, which includes new television and radio commercials, a redesigned website and new print, online and outdoor advertising. Smith said that new bank signage will likely be introduced at a later date.

“‘Forever First’ emphasizes two important elements: the longevity and stability of First Citizens Bank, and our deep customer relationships,” Smith added.

The changes were introduced first in the Raleigh and Charlotte markets, but Wilmington area bank customers can now find the new materials in local branches, Smith said.

The Forever First ad campaign introduces two new offerings from First Citizens Bank, Smith said.

One, called Your Family First, is a package to help families simplify and manage their finances. The other, Your Venture First, is a suite of products to meet the specific needs of small businesses, including tools to manage cash flow and to make and accept payments.

Television ads reinforcing the branding initiative were shot in the Charlotte area this past summer, the release stated. They can be viewed on the bank’s web site.