# BNY new logo (2024)

> BNY launched a new logo in Jun 2024. Jun 2024: gold arrow + grey serif BNY Mellon -> teal arrow + heavy navy sans BNY, Mellon dropped.

## Key facts

- Brand: BNY
- Launched: Jun 2024
- What changed: Jun 2024: gold arrow + grey serif BNY Mellon -> teal arrow + heavy navy sans BNY, Mellon dropped.
- Why: BNY Mellon shortened its name to BNY to broaden its image beyond custody banking for other financial institutions.
- Industry: Fintech
- Logos: https://rebrandlog.com/logos/bny-2024/before.svg (before), https://rebrandlog.com/logos/bny-2024/after.svg (after)

## The rebrand, explained

The Bank of New York was founded by Alexander Hamilton 240 years earlier, America's oldest bank. In 2007 it merged with Pittsburgh's Mellon Bank and became BNY Mellon. By 2024 it oversaw nearly $50 trillion in assets for clients in more than 100 markets, Reuters reported that the rename was meant to broaden its image beyond custody, the business of banking for other financial institutions, to take in markets, wealth and investment management.

On 11 June 2024 it announced it would simplify its umbrella brand to BNY. Global head of marketing and communications Natalie Sunderland said the updated brand conveyed trust, resilience and innovation and aligned the company's offerings under one brand, to improve familiarity. Chief executive Robin Vince wrote in a memo that surviving more than two centuries required continuous innovation, Banking Dive reported, citing Reuters. The legal name stayed The Bank of New York Mellon Corporation.

The logo changes were restrained: a modern font, a refined version of the bank's arrow and a distinctive teal, set before the all-capitals name, Banking Dive reported. Divisions were renamed BNY Investments, BNY Wealth and BNY Pershing. The brand took effect immediately, with further changes over the following year, and block-lettered signs with the three letters went up on major offices, Reuters reported, alongside new branded merchandise such as sweatshirts.

Company representatives told the Pittsburgh Post-Gazette that dropping Mellon was not an attempt to erase history or a sign of a weaker commitment to Pittsburgh, home to the bank's artificial intelligence hub.

Short names are usually what people use already, and BNY is no exception. The teal is the real change, moving a custody bank away from the default navy of finance. The arrow and the type are tidy and anonymous; this rebrand is mostly subtraction, and subtraction was what it needed.

In short: Mellon drops out, teal comes in.

## Sources

- https://www.bny.com/corporate/global/en/about-us/newsroom/company-news/the-bank-of-new-york-mellon-corporation-introduces-updated-brand-bny.html
- https://www.reuters.com/business/finance/alexander-hamiltons-bank-is-getting-new-name-bny-2024-06-11/
- https://www.bankingdive.com/news/bny-mellon-brand-revamp-name-logo-font-bank-new-york/718587/

## Cite this

Rebrand Log, "BNY new logo (2024)", https://rebrandlog.com/rebrand/bny-2024/, last updated 2026-10-20.