In celebration of the 240th anniversary of the creation of the Bank of New York, the entity has sought to project its innovative spirit through a rebranding. From now on, the commercial brand will be BNY, updating its name and logo, and Mellon IM will become BNY Investments.
According to the firm, to improve familiarity with who they are and what they do, they have updated their logo and simplified their brand to BNY, while the legal name will remain The Bank of New York Mellon Corporation. “The changes to the logo include a more modern, custom font, a simplified structure, and a distinctive teal color scheme for the arrow,” they note.
The new BNY brand and logo will be implemented across the company immediately, with updates continuing over the next 12 months.
“Under our new corporate brand, BNY Mellon Investment Management will also be abbreviated to BNY Investments. This abbreviated name better represents the variety of distribution and advisory services, beyond asset management, that we offer to our clients,” they add.
Finally, they clarify that BNY Mellon Wealth Management has also been abbreviated to BNY Wealth, and Pershing will become BNY Pershing “to maintain a unified visual identity.”
