BNY is a global financial services company trusted to manage, move, and protect over a third of the world’s assets. As it approached its 240th anniversary, it partnered with VSA to launch a new brand identity and logo that reflects who BNY is today and where it is going.
Through several levels of research, the team decided which logo elements were critical to keep and which ones could be evolved. Research confirmed that simplifying the name to BNY was understood and closely associated with the firm and that the arrow was an important element to keep as it symbolized movement and momentum.
The new brand identity brings the modernity that’s always been core to BNY center stage. It also expanded brand elements to add a few octaves of emotional range and allow BNY to easily move from casual to formal across channels.
To ensure that the logo retained visual presence when “Mellon” was sunset—which reduced the number of characters by two-thirds—the team carefully crafted the letterforms to be a wider version of the brand’s font, Druk. The team also reduced the segmentation of the arrow’s previous form, creating one solid arrow that represents unity while maintaining a key element of the legacy logo.
Together, the brand identity and updated logo work in tandem to reshape BNY’s perception in the market by creating a cohesive and compelling brand story. BNY today is more visible, bold, and scalable—reflecting the dynamic nature of BNY itself.
