BNY Mellon, America’s oldest bank, has announced updates to its corporate identity. The institution, founded in 1781 by Alexander Hamilton and counting Benjamin Franklin and Thomas Jefferson among its original shareholders, will now be known as BNY. Despite this change, its legal parent name remains The Bank of New York Mellon Corp.

Modernizing Logo and Corporate Brand

The decision to rebrand, according to the bank’s statement, reflects its adaptation to evolving global financial markets. “To enhance recognition of our identity and mission, we are modernizing our logo and streamlining our corporate umbrella brand to BNY,” the bank remarked.

BNY currently manages nearly $50 trillion in assets and operates primarily as a custodian bank, serving other financial institutions.

“These changes complement the company’s evolution as a leading global financial services company,” said BNY Global Head of Marketing Marketing Marketing is defined as the business process of identifying, anticipating and satisfying customers' needs and wants.This is a crucial element of any operation or brokerage in the financial services space. Well-funded marketing campaigns are instrumental to the survival and longevity of these companies in an increasingly competitive industry.Within the forex space, marketers perform a wide range of functions to help procure, secure, or retain clients.In particular, newer forex brokers also have t Marketing is defined as the business process of identifying, anticipating and satisfying customers' needs and wants.This is a crucial element of any operation or brokerage in the financial services space. Well-funded marketing campaigns are instrumental to the survival and longevity of these companies in an increasingly competitive industry.Within the forex space, marketers perform a wide range of functions to help procure, secure, or retain clients.In particular, newer forex brokers also have t Read this Term and Communications Natalie Sunderland.

“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.”

BNY Mellon Rebrands to BNY, Securing the Premium #Domain BNY(.)com

On June 11, 2024, BNY Mellon announced a rebrand to BNY, reflecting its evolution and modern approach to banking and financial services.https://t.co/VWqIAbsG3i

— MarkUpgrade (@markupgrade) June 13, 2024

Recently, BNY Mellon and Microsoft collaborated to transform financial services using Microsoft Azure and BNY Mellon's data and analytics, as reported by Finance Magnates. Their platform aims to enhance risk management and operational efficiency for buy-side Buy-Side The buy-side is comprised of firms in the financial industry that purchase securities and are accompanied by account investment managers, pension funds, and hedge funds.The buy-side is composed of those that buy and invest large sums of securities with the intention of generating a lucrative return or have their funds managed. The Buy-Side ExplainedIn terms of Wall Street, the buy-side includes investment institutions that purchase securities, stocks, or other financial instruments with the aim The buy-side is comprised of firms in the financial industry that purchase securities and are accompanied by account investment managers, pension funds, and hedge funds.The buy-side is composed of those that buy and invest large sums of securities with the intention of generating a lucrative return or have their funds managed. The Buy-Side ExplainedIn terms of Wall Street, the buy-side includes investment institutions that purchase securities, stocks, or other financial instruments with the aim Read this Term and sell-side customers amid market complexities.

Renaming Investment and Wealth Divisions

In addition to the name change, the bank will rename its investment management and wealth management divisions as BNY Investments and BNY Wealth, respectively. Furthermore, its financial solutions unit, formerly BNY Mellon Pershing, will now be referred to as BNY Pershing.

This rebranding initiative coincides with broader transformations within the banking sector, driven notably by the growth of digital banking solutions.