Florence, Mass.-based Florence Savings Bank changed its nameto Florence Bank,effective March 30, according to Monica Curhan, senior vice president andmarketing director of the bank.

The change was part of a rebranding effort, Curhan said inan email, adding that "[a] shorter name and more prominent logo worksbetter in small advertising spaces such as in digital and mobile ads."

The FlorenceBancorp MHC unit's websitehas been updated to reflect the bank's new name and logo.