Goodbye, Beautiful Bank of New York Logo

The utterly beautiful Bank of New York logo (shown) is going away to the identity graveyard in the sky, thanks to a July corporate merger with Mellon Bank. It’s only two years old, and I’m sad to see it go. The new company name (The Bank of New York Mellon) is awkward, and certainly a tad long. The replacement identity is quite nice on its own. It’s well-justified and presented. But next to the previous mark it just plains looks boring (and banking). Lots of thoughtful analysis and commentary can be found (as always) at Brand New.