One of the oldest banks in the United States, BNY Mellon, established in 1781 (stock code: BK), has announced a refresh of its corporate identity.

Founded by Alexander Hamilton, with initial shareholders including Benjamin Franklin and Thomas Jefferson, the institution now operates under the name BNY, while its legal parent company remains The Bank of New York Mellon Corporation.

Modern Logo and Corporate Branding

The bank stated that the decision to rebrand reflects its efforts to adapt to changes in the global financial markets: "To enhance recognition of our identity and mission, we are modernizing our logo and simplifying our corporate umbrella brand to BNY."

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

"These changes complement the evolution of our company as a global leader in financial services. The updated brand conveys trust, resilience, and innovation, helping us unify all our products and capabilities under one brand to enhance customer awareness of everything we do for them," said Natalie Sanders, Global Head of Marketing and Communications at BNY.

Recently, BNY Mellon partnered with Microsoft to enhance risk management and operational efficiency for buy-side and sell-side clients in complex market environments using Microsoft Azure platform and BNY Mellon's data and analytics.

Renamed Investment and Wealth Management Divisions

In addition to the rebranding, the bank renamed its investment management and wealth management divisions to BNY Investments and BNY Wealth, respectively. Furthermore, its financial solutions division, formerly known as BNY Mellon Pershing, is now BNY Pershing.

This rebranding initiative aligns with broader transformation trends within the banking industry, particularly driven by the growth of digital banking solutions.