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Jax Daily Record Monday, Feb. 12, 201804:07 PM EST

EverBank name coming down, with replacement one letter longer

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TIAA, a leading financial services provider, acquired EverBank in June.
by: David Cawton Staff Writer

A new sign is pending for the 30-story EverBank Center Downtown, but there’s no new name yet announced.

Whatever it is, it might be one letter more, according to the application.

A new sign is pending for the 30-story EverBank Center Downtown, but there’s no new name yet announced.

Whatever it is, it might be one letter more, according to the application.

The Downtown Development Review Board is scheduled to review today the design concepts for new signs on the top of the building at 301 W. Bay St.

Teachers Insurance and Annuity Association of America bought Jacksonville-based EverBank 

Financial Corp. in June. 

TIAA has not announced a new name for the bank, so the renderings show a placeholder with just “bank name.” A logo resembles TIAA’s.

Applicant Steve Diebenow with the Driver, McAfee, Hawthorne & Diebenow law firm applied for a special sign waiver to accommodate a net increase of one letter to the building’s signage. 

The EverBank signs on the north and south facades occupy 2,260 square feet each. The new signs will measure 2,629 square feet and will be placed in the same location. 

The difference in square footage comes from the increased width of about 13 feet. 

Instead of the red logo and black letters, the new signs will mirror TIAA’s current color scheme, referred to as “grey blue,” “marine blue” and “light European blue,” with a square logo.  

Jones Sign Co. Inc., based in Green Bay, Wisconsin, is listed as the contractor. 

The changes are the first rolled out that indicate how the bank might brand itself post-merger. 

The bank also will need to change its name on its other Downtown nameplates — EverBank Field and the company’s headquarters at 501 Riverside Ave. 

The company originally signed a naming rights deal for the city’s NFL stadium in 2010 and signed a 10-year, $43 million extension in 2014.

Jacksonville Jaguars CEO Mark Lamping said previously he expects the change will occur before the 2018 NFL season. 

Blake Wilson, president and CEO of TIAA, FSB in Jacksonville, said in December the new name should be announced early this year. He said marketing experts were working on the branding.

In June, TIAA reportedly paid around $2.5 billion, or $19.50 per share, to buy EverBank after shareholders approved the deal in November 2016. 

TIAA’s bank subsidiary, headquartered in St. Louis, is officially known as TIAA-CREF Trust Company, FSB. TIAA said it would merge that bank and EverBank.

New York-based TIAA was formed by the Carnegie Foundation in 1918 to provide a retirement system for teachers.

It continues to operate as a not-for-profit company focusing on financial services for people in the academic, research, medical, cultural and government fields.

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