BNY Mellon has dropped the Mellon name in a dramatic rebrand by the 240 year old banking giant.
The new BNY logo device will feature in front of the Pershing, Wealth and Investments divisions, while UK asset management subsidiary Insight Investments will see BNY Investments added as an additional footer to its existing logo.
The rebrand comes just weeks after US arch rival State Street overhauled its own brand identity with a fresh new look.
“These changes complement the company’s evolution as a leading global financial services company,” said Natalie Sunderland, BNY’s global head of marketing and communications.
“The updated brand conveys trust, resilience and innovation, and helps us align the full breadth of our offerings and capabilities under one brand, to improve familiarity with who we are and all that we do for our clients.”
The company’s legal parent name will remain The Bank of New York Mellon Corporation.
In a media statement, the company said the rebrand would “improve familiarity with who we are and what we do” adding that it was necessary to update the logo to simplify the company’s umbrella brand.
Changes to the logo include a modern font, a refined arrow and a distinctive teal colour.
The company has launched a promotional video to coincide with the new brand, available here.