# Bank of America new logo (2018)

> Bank of America launched a new logo in Nov 2018, designed by Lippincott. Nov 2018: Lippincott refresh.

## Key facts

- Brand: Bank of America
- Launched: Nov 2018
- Studio: Lippincott
- What changed: Nov 2018: Lippincott refresh.
- Why: Bank of America modernised its logo to reflect both its technology and its high-touch service.
- Industry: Fintech
- Logos: https://rebrandlog.com/logos/bank-of-america-2018/before.svg (before), https://rebrandlog.com/logos/bank-of-america-2018/after.svg (after)

## The rebrand, explained

Bank of America's Flagscape was born in 1998 with the takeover that created the modern bank: a stylised American flag made from colour bands woven into a quilt-like pattern. Twenty years later, the bank asked Lippincott to modernise it to reflect both its technology and its high-touch service.

Chief marketing officer Meredith Verdone presented it to Business Insider as an evolution rather than a rebrand, tied to a new campaign asking customers what would you like the power to do, and to the bank's effort to simplify its services around customer goals. It was the Flagscape's first update since its introduction 20 years earlier.

The change is restrained. The flag's stripes are set further apart and the shape made more evenly geometric, so it reads more clearly as a flag, which the bank linked to its global scale. The narrower bands leave more white space between them. The wordmark moves to all caps in a minimalist sans serif with generous letter spacing, rendered in a richer blue, which the bank said was meant to emphasise its name and stature. Both elements were tuned for physical and digital use.

Coverage, from Adweek to Transform, mostly treated it as a tidy-up rather than a rebrand, with one headline noting the logo was the same but better.

Business Insider's interview with chief marketing officer Meredith Verdone framed the logo as one piece of a positioning shift. After years of selling products, perhaps at the expense of brand purpose, the bank launched the line What would you like the power to do? with a 60 second spot starring chief executive Brian Moynihan during an NFL broadcast. Verdone called it an evolution, not a revolution, the next stage of an overhaul begun in 2013 to repair a reputation damaged by the financial crisis. The flagscape, introduced in 1998, got its biggest update since: a new typeface and the name in capitals.

That is the right verdict and, for a bank, the right ambition. Opening up the stripes makes the flag easier to read at a glance. The wide caps are more generic, but bank wordmarks are supposed to be generic. Trust is built through the symbol, and the symbol here just got clearer.

In short: A dutiful polish of a 1998 mark: clearer flag, more anonymous type.

## Sources

- https://www.adweek.com/brand-marketing/bank-of-america-refreshes-its-logo-20-years-after-the-takeover-that-created-it/
- https://gdusa.com/lippincott-flies-new-flagscape-for-bank-of-america/
- https://www.transformmagazine.net/articles/2018/bank-of-america-logo-is-the-same-but-better/

## Cite this

Rebrand Log, "Bank of America new logo (2018)", https://rebrandlog.com/rebrand/bank-of-america-2018/, last updated 2026-10-20.