First National Bank of Maryland expects to spend between $8 million and $15 million on its new name and logo.
So far, the Baltimore-based company reports having spent about $2 million on research, which includes months of painstakingly polling customers, employees and executives on what name and symbol best reflects the mission of the company and how that name will be perceived in the community.
But the chunk of the expense will come after an identity is chosen.
Deborah Van Valkenburgh, First National's senior vice president of marketing who has coordinated the name change, said the company is close to finalizing a new vision statement and will have selected a new name by the end of September. A new logo, which will likely …