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It is a sad day in the world of identity design: A day in which we say goodbye to the beautiful, and now defunct, Bank of New York logo and usher in the new Bank of New York Mellon logo. On July 2, 2007, Mellon Bank offically merged with The Bank of New York and on October 1, 2007, the Bank of New York Mellon launched its global brand program — one all the more challenging as both banks have storied histories that include great identities with great legacy.
Briefly on the two banks: Founded in 1784 by Alexander Hamilton, The Bank of New York is the oldest bank in America; more here. Mellon Financial Corporation, based in Pittsburgh, Pennsylvania, was founded in 1869 by Thomas Mellon and his sons; and more here.
Pre-2005 Bank of New York logo and previous Mellon Bank (Don Ervin, Siegel & Gale, 1981) logo.
It wasn’t even two years ago that The Bank of New York updated its logo in 2005 by (then named) Lippincott Mercer. The “Jewel Box” logo as it became known was one of my all-time favorites (second only to the old Northwest Airlines logo) and I think it is a shame it will be gone. But, the new logo, redesigned by Lippincott (sans Mercer now), is a nice update. From an identity point of view, the logic behind the logo is sound:
Our brand reflects our global leadership, supports our common values and highlights our uncommon strengths. It is built upon three pillars – the expertise of our people, the collaborative partnerships we forge with our clients and the performance we deliver. It is a brand that sets us apart in the industry and propels our new company forward.
— Robert P. Kelly, chief executive officer of The Bank of New York Mellon
I like when companies actually back up their statements visually, instead of spouting out a bunch of designer speak. The forward pointing arrow along with the three “pillars” is a nice representation of the company. One aspect I really enjoy about this mark is the color palette. To choose colors that are not normally used for financial institutions takes a lot of guts. The new color scheme is sophisticated and powerful. Likewise, the typography is beautifully typeset in Scala and has an appropriateness to it that makes sense. My only hesitance is about the naming: I understand this is purely a business choice and not a design choice, but the name starts to sound cluttered, and “Mellon” is too funny a word. I am excited about seeing the application of the logo and will be very curious to see the signage. Make sure to check out the new website, housing lots of abstract pictures and a clean design.
For more information, please read the press release [PDF].
Jump to Most Recent Comment
Ryan’s comment is:
While the logo is okay, by comparison it looks mundane when placed next to the 2005 BofNY logo. It think it's the mustard tone that kills it, for me. I mean, as a logo it works and it's functional, but my personal taste wants a slightly more vibrant color than mustard...but that's personally-speaking, and not professionally-speaking.
On Oct.25.2007 at 05:19 PM
Elisabeth’s comment is:
What a shame. Would it have been that hard to keep the logo they had and throw the name Mellon at the end of it! Was it really necessary to redesign for this merge or did Lippincott just feel like putting a few more dollars in their pockets by encouraging them. Seriously.
On Oct.25.2007 at 05:37 PM
Tim Mellon’s comment is:
Is it mustard or gold? I think while the type mellon is solid mellon, it's not as elegant mellon as the old logo. Mellon.
On Oct.25.2007 at 06:45 PM
Kaz’s comment is:
It's a shame the "jewel box" has to disappear, but I like the new one, it's clean and classy.
Colors are all right, for me it's silver and gold, not mustard. It's a wise choice for a bank.
On Oct.25.2007 at 07:07 PM
Mr. One-Hundred’s comment is:
I am for the new colour palette – the mustard is a bold move for a bank, but the grey brings it nicely back into line. I think the name is a bit too long for the mark, so I would be keen to see how this is resolved in practical application.
I do find the name a little bit of a mouthful. And I can hear a fruit vendor in my mind; “Get yer melons here. We got Watermelons, we got honeydew melons, we got bank of New York Mellons...”
From a design point of view (as opposed to a naming point of view), thumbs up from me.
On Oct.25.2007 at 07:39 PM
Jeunesse’s comment is:
"mustard is a bold move for a bank"
There is nothing bold about mustard, infact the whole color palette has a late 90's corporate blandness.
On Oct.25.2007 at 07:59 PM
Jeff’s comment is:
First thing I saw.
It's clean, it's spiffy, but what is the concept behind the mark?
Ty’s comment is:
Oh, man this sucks. Not the logo itself, but I was so in love with the Bank of New York identity. It was definitely my favorite Lippincott brand. Sadness.
TH
The Diplomatic Takeover of Corporate Identity
On Oct.25.2007 at 08:10 PM
Mr. One-Hundred’s comment is:
“There is nothing bold about mustard”
Sorry, my bad. Let me re-phrase.
I am for the new colour palette – the mustard is a bold move for a bank, but the grey brings it nicely back into line. /sarcasm/
On Oct.25.2007 at 08:35 PM
Tim Chambers Mellon’s comment is:
Too bad. The "jewel box" logo was nearly perfect, and perfectly beautiful.
On Oct.25.2007 at 10:10 PM
Feldhouse’s comment is:
Besides personal bias, why isn't the color palette working? I think we live in a world today with such hyper-manic colors (see Times Square) that going to a softer palette works. It's a bank, it should be serious. I applaud the move to not use green.
On Oct.26.2007 at 12:17 AM
andrew miller’s comment is:
"I applaud the move to not use green."
I agree. I think some people are starting to realize that green or red, white and blue are being overused in this industry, but in their search, turn to a color palette that has no meaning. like blue and orange. but gold and silver definitely has meaning in the banking industry.
On Oct.26.2007 at 08:08 AM
Blake’s comment is:
That's such a shame. It's a real loss for the branding world. 2005? Never had a chance to really get out there into the globe. From beauty to hmmm-s'okay. :(
On Oct.26.2007 at 08:38 AM
JJ’s comment is:
That, really is bad choice. What a beautiful identity that was - I always thought it was a step classier and more sophisticated than anyone else in the banking game.
It's not that the new one is overtly bad, but those are big shoes to fill left behind by the previous mark.
On Oct.26.2007 at 09:08 AM
Anonymous’s comment is:
The logo is too small and the name is too awkward.
If I was going to start a bank, I'd call it "The Bank."
On Oct.26.2007 at 09:19 AM
beth’s comment is:
It's a shame, the type in the original is gorgeous.
On Oct.26.2007 at 09:21 AM
BWJ’s comment is:
Andrew Kidd’s comment is:
I think the new logo is good looking, but I agree with other people that the old one just looked so much better. The new mark will just blend in with all the other "ok" corportate looks.
On Oct.26.2007 at 10:05 AM
Elliot’s comment is:
Colours are clearly gold, silver, bronze/copper - from precious metals/money.
On Oct.26.2007 at 10:19 AM
felix sockwell’s comment is:
Is that an arrowhead or a Stealth fighter?
Either way its another terrible for identity
design. This mark is neither original or persuasive.
Armin’s comment is:
I had not seen the Mellon logo before. That thing is beyond sweet.
What I like about the new identity is that it definitely breaks the mold of bank identities. It has a softness that sets it apart from the rest of the financial world in general. And as an icon, it's a really elegant shape and, despite being just a triangle, it feels very unique. I will miss the old Jewel Box logo, but they got something quite decent in return.
On Oct.26.2007 at 11:32 AM
C-Lo’s comment is:
The logo mark is a little generic. i am curious as to why one of the wings of the "Stealth Fighter" is more curved then the other. It's too subtle to have content, it's too obvious that it looks like a mistake.
Also what is "New York Mellon"? It doesn't read well to me. I would suggest the "Bank of York & Mellon" or something. The colors I think work for a bank and the logo. It does have a more forward approach then most banks do, and has a sense of Professionalism. Kinda looks like marble to go with the "pillars" thing.
On Oct.26.2007 at 11:38 AM
rynot’s comment is:
it makes me want to play asteroids. thrust...thrust!
On Oct.26.2007 at 11:44 AM
Danny Tanner’s comment is:
I'm disappointed in the CEO's statement:
Our brand reflects our global leadership, supports our common values and highlights our uncommon strengths. It is built upon three pillars – the expertise of our people, the collaborative partnerships we forge with our clients and the performance we deliver. It is a brand that sets us apart in the industry and propels our new company forward.
This kind of statement or "strategy" is the same generic dribble every executive says/wants to say about their organization. Everyone wants to be/says they are leaders, experts, and collaborative partners who out perform the competition, especially in this category.
This is why we often get so many bland identities. The client get sold some painfully generic strategy rooted in overly used buzzwords and concepts. The designers then are asked to design against them.
The problem is that in many cases, meaning that is translated well through a verbal metaphor, doesn't translate well through a visual metaphor rooted in it's verbal counterpart.
Don't get me wrong, I'm not against strategy, just bland strategy. Bland strategy often (not always) responsible for bland design.
As far as this identity:
The symbol:
Its a pretty little symbol. It wold make a good lapel pin. Banker's dig that stuff. It's not a very surprising solution, but its crafted well. The colors are classy: mustard, gold, and silver. It says "We're really important, but dignified." Think: "Pardon me, but do you have any Grey Poupon?" The symbol is quiet, refined, and doesn't scream like its predecessor. It says history, old money, and stability. Graphically i don't find it too intriguing, however it communicates well.
The Type:
Setting such a long name it all caps on one line makes it too difficult to read. It would read easier if it were in title case, however it may not look as simple and authoritative. It's unapologetic...which very well may have been the intention.
This symbol passes the test, but its predecessor will be missed.
On Oct.26.2007 at 01:53 PM
Nick’s comment is:
I have heard radio spots for the new bank where they say "BNY Mellon" which is better than the unwieldy name in the logo.
On Oct.26.2007 at 04:12 PM
damon’s comment is:
being from canada I've never seen the old bank of new york logo.
but I really really like the glyph.
could live without the italic type in the wordmark, but the glyph is perfect.
love it....sad to hear that's going
Von Glitschka’s comment is:
Something about it bugs me.
On Oct.27.2007 at 03:24 AM
Danny Tanner’s comment is:
Von...impressive.
On Oct.27.2007 at 03:46 AM
Jeunesse’s comment is:
Von... too funny.
You nailed it.
Asen Tsvyatkov’s comment is:
Jeez. That first identity was absolutely one of the top things Lippincott has done. Cosmopolitan, forward-looking and completely inspirational mark. In a world of swooshes and symbolic ambiguity it just stood out quite bravely. The type was immaculate, but I would imagine it was difficult to reproduce.
Now that I have seen the final one I am quite happy with the temporary one they did:
At least they got some of that symbolic ambiguity sorted out with that new identity - by now we all know it is really a fruit fly.
What a god damned shame.
On Oct.27.2007 at 05:40 AM
Ivan Philipov’s comment is:
well, more of the same "trend" - saying goodbye to good things:
The new Holiday Inn identity:
Read the whole article here:
http://www.etravelblackboardasia.com/article.asp?id=49432&nav=1
On Oct.27.2007 at 05:54 AM
Mark ’s comment is:
ugh. I'm sorry, but I HATE this identity, the stupid paper airplane thing up top bugs me a lot (what the f*** does it STAND FOR?) Von nailed it. Second is the really bad name The Bank of New York...Mellon?
ugh, so much slapped together in a hurry to emphasize merging.
so stupid, stupid, stupid.
start from scratch and THINK OF A BETTER BRAND NEW NAME!!!!!
argh!
On Oct.27.2007 at 01:12 PM
Anonymous’s comment is:
@BWJ: Wow, somebody actually had the nerve to call their bank "The Bank!" Great find!
On Oct.27.2007 at 02:36 PM
Kyle Hildebrant’s comment is:
I do hate to see the old mark go. That could have been one of my favorite marks ever. :( Joe F. does some very admirable work.
On Oct.27.2007 at 06:46 PM
Mark’s comment is:
They should've abbreviated and called it BONY M
On Oct.28.2007 at 06:36 AM
maryam in marrakesh’s comment is:
you know, it's the mellon that keeps throwing me off. I think I would prefer a more sophisticated fruit like pomegranite. You know, something with a little flair:-0
On Oct.29.2007 at 10:19 AM
disgruntled designer’s comment is:
brand brand brand brand brand brand brand. i can't wait for the day when someone comes up with a new buzz word. the old identity was one of my favorites as well. beautiful in complexity, and surely not extremely legible and practical at extremely small sizes, but it tends to hold up really well in digital form. it was unique not only for the mark but also the typesetting.
On Oct.29.2007 at 03:30 PM
Lauren Watson’s comment is:
BONY M
Possibly the greatest comment I have ever read on this site.
On Oct.31.2007 at 10:48 AM
LKM’s comment is:
Uh... Mellon? The Bank of New York Mellon? That's a joke, right?
On Oct.31.2007 at 11:56 AM
DJ Min’s comment is:
Bank of America??
On Nov.06.2007 at 04:00 PM
taks’s comment is:
very sad...
On Nov.06.2007 at 07:15 PM
What?’s comment is:
I actually work for these people... the colors are gold, silver and bronze... the symbol is the merging of "people, performance," and some other 'p'... btw, BNY ppl hated the old symbol, but everyone in the office agrees that at least the new one is not blue (see Chase, Citi, etc).
On Nov.19.2007 at 08:45 PM
Tim Lahan’s comment is:
Goddamn terrible identity. The original was beautiful. Shame. Pour a little liquor for this one, folks.
On Nov.20.2007 at 09:53 AM
BWJ’s comment is:
Hey, you guys--what's the name of the new company gonna be?
Moland Spring.
"Moland"?
Yes, we combined Morgan and Poland.
Yeah, I know, but... "Moland"? I wouldn't drink anything called "Moland".
On Nov.20.2007 at 10:32 AM
David Carvalho’s comment is:
Prefered the 1st logotype! The symbol looks very interesting, the new stuff just looks like everything else.
On Dec.26.2007 at 11:16 AM
Mark’s comment is:
it looks like an abstract version of a fly. ( the type that's annoying,flies around and goes bzzzzzzzz)
On Jan.11.2008 at 12:49 PM
Eric D’s comment is:
There's more than one "The Bank" out there.
On Jan.17.2008 at 12:35 PM
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