Valley National Bank, which bought USAmeriBank, now 'Valley'

Valley National Bank, a New Jersey-based bank with 15 locations in Tampa Bay, is rebranding as "Valley."

The news comes 10 months after Valley entered the market with the $816 million acquisition of Tampa's US AmeriBank.

The makeover will include a new logo, revamped mobile and web platforms and eventually, updated branch aesthetics. Among the more substantial changes will be a "universal banking" model where customers can take care of all their services through one bank representative.

"The banking industry is changing and so are the ways that people do their banking," Ira Robbins, CEO of Valley, said in a release. "We're refreshing our brand as a way to show how we are staying ahead of the curve to give our customers the power to succeed."

Other changes will include expanding the small business administrative loan program and its "Women in Business" program -- previously known as "Women Entrepreneurs -- to all of its locations.

Contact Malena Carollo at mcarollo@tampabay.com or (727) 892-2249. Follow @malenacarollo.