REHOBOTH BEACH — County Bank has announced a new logo, refreshing its brand after 30 years in business.

The new ad campaign, “Same Bank, New Look,” launches this month.

The bank, founded and headquartered in Rehoboth Beach, updated its traditional logo, and it will be displayed at all seven branch locations. The new County Bank logo is a stylized tree with roots. The symbol of the tree denotes not only the growth of the bank but also respect for the communities it serves. The branches and leaves are individuals, families, community organizations and businesses the bank works with and supports.

The roots of the tree speak to the deep roots of the bank’s foundation and to its primary mission, which is to serve the banking needs of southern Delaware with high-quality customer service. The tree itself is a living symbol of the organization’s motto, “We have roots here, not just branches.”

“The new brand reflects the bank’s evolution. We believe our people and our passion to serve our community is paramount,” David Gillan, chairman and CEO, said in a prepared statement. “We have made considerable investments to our infrastructure. We have implemented state-of-the-art technology, renovated our branch locations, rebuilt our flagship headquarters located at the gateway of Rehoboth Beach, and are hiring new employees. Together, these initiatives along with our new brand reflect our continued commitment to serving our clients into the future.”