Once merged, Mellon and The Bank of New York formed a new company that had to define itself anew and develop a brand that leveraged the strengths of both legacy companies. A new logo was just the beginning — an entirely new visual language was developed. This new visual system conveyed modernity and clarity. It was simple to reveal clear messaging and the striking imagery was abstract to disrupt the staid financial services marketing space. Tools for usage were created to enable the global marketing groups to easily execute on their new brand.
