BNY Mellon on Tuesday revealed a simplified brand identity aimed at improving the public's familiarity with the 240-year-old financial services company.
The new name, BNY, comes with a new corporate logo featuring "a modern font, a refined arrow and a distinctive teal color," according to the announcement. The BNY brand and logo will be deployed across the company immediately, with some updates continuing over the next 12 months or more.
The changes complement the company's continuing evolution, said Natalie Sunderland, global head of marketing and communications. Today, the organization oversees nearly $50 trillion in assets on behalf of clients in more than 100 markets.
