Bank of America Logo design and naming

• Previous: ATOK
• Next: BBVA

In 2004 a new banking powerhouse was born. Nationsbank, an ambitious regional bank based in North Carolina, purchased Bank of America, an international institution dating back to 1905. The mega-merger transformed the U.S. banking landscape, spawning an industry giant.

The stature of the new player required a branding solution of equal heft. Fundamental questions had to be answered: What would the new enterprise be called? And, how would that brand be applied to support all of the diverse lines of business now aligned under one roof?

Under normal circumstances, the acquiring company retains its name. In this case, however, the new name would need to be meaningful to as many audiences as possible, as quickly as possible. The critical question was, what identity would have the most potential in an increasingly competitive global financial services market?

Using The Brand Union’s Brand Analytics™, we forecast the impact on customer preference for a range of name options. The program incorporated a global, quantitative study across key markets and customer segments, and made use of our proprietary modeling capabilities. We were thus able to develop a fact-based rationale that clearly indicated that Bank of America was the strongest name for the new entity.

But, what did the new name stand for? After all, the merger didn’t result in just a new place to bank, it created an opportunity to make a fresh promise to consumers.

At first, Bank of America wanted to emphasize the size and scope of the bank as the core benefit of the merger. However, the rich histories of the legacy companies, combined with their established ability to drive preference among target audiences, enabled us to look further and deeper for the true significance of the merger.

The Brand Union developed a positioning that was both simpler and more compelling for consumers. It states that: “We have the courage, passion and means to make banking work for you in ways it never has before.” The positioning is a reaffirmation of the values that made the individual banks great in the past, while at the same time, it points the Bank of America brand squarely at the future.

• 
• 
• 

With the selection of the Bank of America name, came the need to introduce the merged enterprise to the public. This meant creating immediate appeal for the brand, as well as establishing a firm foundation for its ongoing growth.

The Brand Union created a complete visual identity system for the new brand. At its core was a bold new logo to accompany the “Bank of America” name. Our creative team realized that much like a banner, a logo is a compelling symbol that unites people in a common effort. Combining this outlook with some of the concepts inherent in the brand name, we created a dynamic mark that married two powerful themes – a banner to wave over a powerful new entrant in financial services, and a colorful landscape to symbolize the rich possibilities for both our brand and its audiences. Our designers conducted a deep exploration of many different executions before selecting a final direction. Called the “flagscape,” the logo consists of woven elements suggesting movement and evoking an arrow pointing towards the future.

Kept highly confidential until launch, the new name and logo appeared across the real landscape in a moment of dramatic impact. Thousands of signs, printed materials, advertisements and electronic communications around the world were transformed in a single day. The result was a proud announcement of a new day in financial services. In just a short time, Bank of America, its name, flagscape icon and brand delivery have achieved worldwide recognition. Today, the brand continues to extend its reach and appeal as a premier provider of an unrivalled range of financial services.