First Bank Cuts Confusion, Plans Rebrand to Generations Bank

Officials with First Bank announced Oct. 28 the company will change its name to Generations Bank, pending regulatory approval. Customers will see the new signage and rebranding sometime early next year when a new logo is unveiled.

First Bank is a wholly owned subsidiary of Camden-based Harrell Bancshares Inc. It has 10 locations across the state, including one office each in Rogers, Fayetteville, Siloam Springs and Van Buren.

First Bank chairman Jon Harrell, who is based in Rogers, said the decision to change the bank’s name was made to establish a more unique identity in the local market.

“In Northwest Arkansas, there are a lot of banks with similar names,” he explained. “We wanted a name that would stand out, and at the same time, it was important to us to not lose sight of our roots.”

First Bank, founded by the Harrell family in 1907 as Calhoun County Bank, had total assets of $365 million as of June 30.