BNY Mellon rebrands to BNY

In its 240th year the bank has created the brand BNY, with divisions to be renamed BNY Investments, BNY Wealth and BNY Pershing.

BNY Mellon, which operates across 11 markets in Asia Pacific (Apac) has updated its logo and brand to BNY, with the company name remaining The Bank of New York Mellon Corporation. 

Under the new company umbrella brand, BNY Mellon Investment Management will also be shortened to BNY Investments. The bank said this “shortened name better represents the array of distribution and advisory services beyond managing assets that we provide to our clients.”

BNY Mellon Wealth Management will be shortened to BNY Wealth and clearning and settlement provider Pershing will become BNY Pershing, to create "a unified visual identity". The new BNY brand and logo will be deployed across the company as of Juen 12, with updates to continue over the next 12 months. 

BNY was founded 240 years ago and oversees nearly $50 trillion in assets on behalf of clients in over 100 markets.   

“These changes complement the company’s evolution as a leading global financial services company,” said BNY’s global head of marketing and communications Natalie Sunderland in a statement.

Sunderland added: “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.”

Changes to the logo include a" custom, more modern font, simplified structure and distinctive teal colour scheme for the arrow", the bank added. 

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