In 2023 BNY Mellon approached VSA in search of an evolved brand system that could convey their bold innovative spirit while still recognizing their 238-year history as a storied and trusted institutional bank. At the time, they wanted to keep their logo and a handful of legacy brand elements, but introduce new ones that would allow a wide range of communication. I led the creation of this new brand, and worked closely with the client to develop it into a robust system that served the many needs of the business.
At the heart of this evolution is the prominent use of the typeface Druk Bold as well as a bespoke outlined version designed by Commercial Type. We also developed a highly flexible color palette built around pairing dark cool colors with bright warm colors, a conceit that then influenced a custom treatment for photography as well. The result is a system that can appear quite formal when necessary and at other times highly expressive, but always with the authority and dynamism befitting their offering. Upon delivery of the evolved system, I also led the design of their 2023 annual report.
Design team included Adam Augustyn, Tracee Hartley, and Phillip del Moral.
Financial Communications Society Portfolio Awards Gold Winner for Best Visual Identity System
