Since its establishment 240 years ago, the Bank of New York Mellon Corporation has transformed from the oldest bank in America to a recognised worldwide provider of financial services via continual creativity.

The organisation helps make money work for the globe by managing, transferring, and safeguarding roughly $50trn in assets on behalf of clients in more than 100 markets.

The bank simplified the company’s umbrella brand to BNY and modified its logo. The logo has been updated with a sleeker arrow, a contemporary typeface, and a standout teal colour.

BNY Mellon Investment Management and BNY Mellon Wealth Management will become BNY Investments and BNY Wealth, under the redesigned corporate umbrella name, while Pershing will become BNY Pershing.

The Bank of New York Mellon Corporation will continue to be the organisation’s legal parent name.

BNY’s global head of marketing and communications Natalie Sunderland stated: “These changes complement the company’s evolution as a leading global financial services company. The updated brand conveys trust, resilience and innovation, and helps us align the full breadth of our offerings and capabilities under one brand, to improve familiarity with who we are and all that we do for our clients.”

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Furthermore, earlier last month, at its INSITE conference, the firm revealed a combined offering via Pershing that gives advisers access to the complete range of features from all of BNY Mellon’s platforms, such as BNY Mellon Investment Management and BNY Mellon Advisors.

Investors are turning progressively to their financial advisers for assistance with all aspects of their investing demands as their needs get more sophisticated.

BNY Mellon is giving advisers a comprehensive, streamlined solution by integrating these services, allowing them to devote more of their time to their clients.