Breaking news in the Fifth Third Bank story: the weirdly named Midwestern bank has unveiled its new logo, shown at left. As Popwink astutely asks, shouldn't this be the logo for the Five-Thirds Bank? I can't tell whether it looks like a hat size or a stock price. I do admire the succinctness and Web 2.0-ish-ness of the bank's URL--www.53.com--but again, I'm confused. The 53 Bank? The Five-Three Bank? And is the very best tagline they could come up with--"Working Hard To Be The Only Bank You'll Ever Need"? Very earnest. Very dogged. Very Midwestern.
For more than you ever wanted to know about Fifth Third, read The Straight Dope (again, hat tip to Popwink).