You are using an outdated browser. Please upgrade your browser to use this site.

CIT Reveals New Brand Identity Focused on Empowering Customers and Highlighting Their "Lens of Opportunity"
Company simplifies and refreshes its market position following multi-year transformation
Thursday, November 15, 2018 12:30 PM

NEW YORK, Nov. 15, 2018 /PRNewswire/ -- CIT Group Inc. (NYSE: CIT) today revealed a simplified and refreshed brand identity aimed at presenting a more cohesive market presence following a multi-year transformation of the company. The effort includes a new marketing campaign, tagline and website reflecting CIT's consumer and commercial businesses.

Experience the interactive Multichannel News Release here:

"With a deep heritage and a renewed focus on our strategic direction, it was time to evolve our brand identity to reflect our position as a national bank aimed at empowering our customers to turn their ideas into outcomes," said CIT Chairwoman and Chief Executive Officer Ellen R. Alemany. "The new positioning puts our customers and their goals front and center. Whether they are a business looking to finance needed equipment for their growth or a personal saver seeking to expand their banking strategy, CIT has the expertise to help them get there."

Lens of Opportunity

CIT's visual identity system is centered on a "Lens of Opportunity," which is where a customer's goal comes to fruition. What starts as an idea, represented by a sketch, becomes a reality with focus, expertise and financial agility powered by CIT.

Bank Like You

Also new to the campaign is the "Bank Like You" tagline, which reinforces that CIT is focused on empowering customers and putting them and their financial goals front and center.

"As we embarked on our journey to evolve the CIT brand, we set out to establish a simple and cohesive position that reflected a newly-transformed company and a diverse customer base," said CIT Chief Marketing and Communications Officer Gina Proia. "Whether a customer comes to us for business financing, commercial lending or personal savings, we want them to know that their goals are our goals. The brand work brings this mission to the forefront."

As part of the brand initiative, CIT has also launched a new website that includes an integrated view of its products and solutions for personal savers, small and mid-sized business owners and commercial clients seeking financing.  In addition, the CIT Direct Capital brand will transition to become simply CIT as the company creates a more simplified market approach in its Business Capital division.

CIT collaborated with the creative agency TAXI to help bring the brand revitalization to life. 

About CIT

CIT is a leading national bank focused on empowering businesses and personal savers with the financial agility to navigate their goals. CIT Group Inc. (NYSE: CIT) is a financial holding company with over a century of experience, approximately $50 billion in assets as of Sept. 30, 2018, and operates a principal bank subsidiary, CIT Bank, N.A. (Member FDIC, Equal Housing Lender). The company's commercial banking segment includes commercial financing, real estate financing, equipment financing, factoring and railcar financing. CIT's consumer banking segment includes its national online bank, CIT Bank, and a Southern California branch bank, OneWest Bank. Discover more at

John M. Moran

Olivia Weiss

CIT: Our Brand


CIT Bank: Personal Banking


CIT Group Logo


CIT Bank Like You


CIT: Commercial Banking