Colorado National Bank Celebrates Name Change to U.S. Bank.

DENVER--(BUSINESS WIRE)--March 30, 1998--Today Colorado National Bank celebrated its name change to U.S. Bank.

The new name will unify the entire organization under a single identity and create better customer recognition.

"We adopted the U.S. Bank name to help customers recognize us throughout the 17 states we have been serving under several names," said Daniel Yohannes, U.S. Bank chief executive for Colorado. The new U.S. Bank operates in more than 500 communities with more than 1,000 branches and nearly 3,000 ATMs. As a part of the name change, customers will see U.S. Bank ATMs change from FASTBANK(R) to UBank(R).

While the name is new, for customers it is business as usual. According to Yohannes, customers may continue to use existing checks, credit cards and other items with the Colorado National Bank name. As items are replaced or reordered, they will reflect the U.S. Bank name.

Along with the new name comes a distinctive red, white and blue logo. The purpose of this new logo, like the U.S. Bank name, is to increase visibility of the bank for customers. The new name and logo will also be used at all U.S. Bank offices, including the trust, investment and payment systems areas.

To celebrate the name change, Yohannes, Colorado Governor Roy Romer, and Dan Quinn, U.S. Bank president for Colorado, along with customers, community members, and employees today attended a "U.S. Bank Day" celebration at the Downtown Denver branch at 17th and Champa Streets. Metro Denver's "U.S. Bank Day" celebration mirrored festivities held in more than 370 communities in 11 states. All Colorado National Bank signs and communication will be changing to reflect the new U.S. Bank name.

"This celebration marks our continued commitment to supporting our customers and communities," said Yohannes. "We are dedicated to this community and will continue to do all we can to keep the Metro Denver community strong."

U.S. Bank is the result of the 1997 acquisition by First Bank System, Inc. of Minneapolis of U.S. Bancorp, formerly headquartered in Portland, Oregon. With over $70 billion in assets, U.S. Bancorp is the nation's 15th largest banking organization. U.S. Bank serves 3.9 million retail customers and 500,000 business customers in 17 states: Minnesota, Oregon, Washington, Colorado, California, Idaho, Nebraska, North Dakota, Nevada, South Dakota, Montana, Iowa, Illinois, Utah, Wisconsin, Kansas and Wyoming. -0-

NAME CHANGE Q&A

-- Didn't First Bank Systems and U.S. Bank already merge?

On Aug. 1, 1997, First Bank System (CNB's parent company) acquired U.S. Bancorp and the two organizations officially joined under the name U.S. Bancorp. The new U.S. Bank name is now being extended to all branches and other locations with new U.S. Bank signs, letterhead, etc.

-- Why is the Colorado National Bank name changing if they were the acquiring company?

First Bank took an unusual approach to naming the new organization by taking the name of the company it acquired. We chose to unify the companies (First Bank, U.S. Bank and Colorado National Bank) under the U.S. Bank name because the U.S. Bank name was easier for customers to recognize and could be used across all of the 17 states we now serve. Because many other organizations also use "first" in their names, First Bank wasn't recognizable enough to customers and couldn't be used in all of the communities we now serve. In addition, the new name better reflects the bank's broad scope of services and any future expansions.

-- Why is the name change occurring so much later than the acquisition?

A signage change of this magnitude takes a great deal of planning and execution. The name change required not only designing, manufacturing and replacing thousands of signs, but replacement of all printed materials as well. Given these objectives, the time frame for the actual name change was realistic.

-- How long will it take to change all the signs?

U.S. Bank signs will be installed in all of our branch locations by Thursday, April 2. Due to the immense size of the re-signing project, some internal signs may take a few extra days. U.S. Bank is changing approximately 15,000 sign elements including 9,600 ATM signs and 5,000 branch signs in First Bank, Colorado National Bank and U.S. Bank markets as a part of the name change. All applicable materials are being recycled.

-- How unique is it to take the name of a company you've acquired?

Taking the name of the company you acquire is understandably unique. Typically companies that unify their organization under one name use the acquiring company's name. Only a handful of other companies that we know of have taken a similar approach to U.S. Bank and adopted the acquired company name.

-- How does this change affect customers?

For customers it will be business as usual. They can continue to use existing checks, credit cards and other items with the First Bank/Colorado National Bank name. As these items are replaced or reordered they will reflect the U.S. Bank name. In addition to being a seamless transition, customers will also reap many benefits from the changes. With one unified name and logo, customers will be able to more easily recognize us in all of the 17 states we now serve. They will also have access to more than 1,000 branches and nearly 3,000 ATMs. In addition, U.S. Bank offers benefits such as 24-hour banking through PC Banking and telephone banking.

-- What costs are associated with a name change of this size?

We are not releasing any figures related to our name change costs. We are however doing everything we can to make this a seamless process for customers, ensure the long-term success of the organization and exceed customer and shareholder expectations.

-- Where is U.S. Bank located now and how many branches do you have?

U.S. Bank is the nation's 15th largest banking organization with more than 1,000 branches in 17 states. U.S. Bank serves nearly 500,000 business customers and 3.9 million retail customer households. We serve the states of: Oregon, Washington, Idaho, California, Nevada, Utah, Minnesota, Wisconsin, Iowa, North Dakota, South Dakota, Nebraska, Kansas, Wyoming, Montana, Illinois and Colorado. One of the benefits of First Bank's acquisition of U.S. Bank is greater access to products and services including access to nearly 3,000 ATMs.

-- How many people does the new U.S. Bank employ?

U.S. Bank employs approximately 27,000 people across 17 states.

-- Will the new U.S. Bank continue to support its communities with the same commitment each has had historically?

Absolutely. We believe our business thrives only when the communities in which we operate are economically healthy. For example, few banks can match the local lending record of First Bank and U.S. Bank. Community groups in U.S. Bank territories can count on the same level of commitment from U.S. Bank. Our combined organization contributed nearly $38 million to our communities last year through grants, volunteer projects and other support. Our focus is on reinvesting in the communities that support us.

-- How much autonomy will U.S. Bank markets have in community giving?

All program-funding decisions will continue to be made locally, supported by centralized guidelines and processing procedures.

-- How long have First Bank and Colorado National Bank been in existence?

The origins of First Bank began in St. Paul in 1853 as Parker Paine & Co. By 1880 the bank was known as First National Bank of Minneapolis and was the area's largest employer. Colorado National Bank began in 1866 and became part of the First Bank family in 1992.

-- What other activities are surrounding the name change?

U.S. Bank will celebrate the name change with customers, community members and employees on March 30 with an official "U.S. Bank Day" celebration. This event will take place in 370 communities in 11 states and with all employees. Name change advertising will also begin running in First Bank and Colorado National Bank markets on March 30. The campaign includes television, newspaper and billboard ads. All First Bank and Colorado National Bank signs will change. There will also be a name change on all Colorado National Bank ATMs from FASTBANK(R) to U.S. Bank Ubank(R) ATMs.

-- How many people is the advertising campaign expected to reach?

The name change campaign involves print, television and outdoor advertising -- run in the 11 states changing their name from First Bank or Colorado National Bank to U.S. Bank. The campaign is expected to reach almost 14 million people. The advertising conveys the positive nature of name changes using celebrities who have changed their names such as Marilyn Monroe and George Burns.

-- What is the purpose of "U.S. Bank Day?"

U.S. Bank Day is a community celebration held in more than 370 communities in 11 states. It marks the transition to a new name and celebrates a significant historical event with the communities that help support us.

-- Who was invited to participate in "U.S. Bank Day?"

U.S. Bank Day is a community celebration open to all customers, community members and local dignitaries.

CONTACT: U.S. Bank Media Relations

Samantha Levine, 303/585-4026

or

Thomas Schilling, 303/534-5409