BNY launches new logo and brand

BNY Mellon announced this week that it is updating its logo and simplifying its company umbrella brand to “BNY.” This collaboration with VSA complements BNY's evolution, and brings the logo and brand into its next era.

“This is a 240-year-old company that has never stopped asking ‘what’s next,’ and this new logo is really grounded in their strategy and who they are,” said VSA Associate Partner and Executive Creative Director YanYan Zhang. “It’s been a great partnership and a really significant moment to be a part of.”

The refreshed brand gives new life to the storied institution by recognizing its bold ambitions. Designed to speak to both its rich heritage as the country’s oldest bank and its relentless spirit of innovation, the new brand was built with flexibility as a core capability. The broader brand system allows its users to scale from formal to expressive and deliver best-in-class creativity to a wide range of audiences.

The new BNY logo embodies these key brand attributes of simplicity, flexibility and boldness.

“With this shift, the visual length of the logo reduces by two-thirds. The bold custom sans-serif letterforms are essential in establishing presence and substance. The arrow was retained and modified to convey forward thinking and modernity,” said VSA Chief Creative Officer Curt Schreiber.

While the logo is new, the refreshed brand has already received recognition, including a Gold award in the “Visual Identity System: Corporate Image” category at the FCS Portfolio Awards earlier this spring.

Read more on BNY’s website.