Following the merger of three of its renowned boutique Asset Management firms this year, BNY Mellon Asset Management commissioned Uffindell to create the new brand identity for the merged organisation: Mellon Investments and oversee the roll-out in the US and UK.
The project included developing a new brand positioning “The art and science of returns”, creating a new and distinctive identity and a marketing communications hierarchy
The new identity was designed to symbolise the coming together of people, ideas and opportunities, reflecting the culture whilst at the same time complimenting the core BNY Mellon identity
The design of the communications have an inherent energy from the use of a geometric ’tangram’ pattern, designed to reflect both the creative and analytical traits of the organisation.
The project included:
- Positioning development
- Logo development
- Visual environment development
- Communications hierarchy
- Comprehensive identity guidelines
- Template creation
- Full artwork suite
- Team / Agency briefing
In the press release which announced the new branding Mitchell Harris, CEO of BNY Mellon Investment Management, commented, “Your brand is an extension of your business, and it should reinforce the value you provide. Mellon is a common thread through all of the legacy brands and has a strong global reputation with investors. Our new U.S. investment manager Mellon will have its own unique identity and strengths, similar to our other investment specialists, reinforced by the world-class capabilities and scale of BNY Mellon Investment Management.”
The full press release is available from the BNY Mellon Newsroom.
