Left: New logo, right: Old logo

For the first time, Bank of America has tweaked its 20-year-old red-and-blue logo.

The revised version, shown above on the left, features cleaner lines and a new typeface set in a darker blue. The name of the bank is also spelt in capital letters, with larger spacing between each.

Bank of America explained that the refreshed look ushers in a more contemporary aesthetic for the brand, which delivers cutting-edge technology and better solutions for its clients.

Meredith Verdone, the bank’s chief marketing officer, shared that the updated logo also comes with the new marketing campaign slogan, “What would you like the power to do?” The question pitches Bank of America as a partner in its clients’ successes.

The move is part of its campaign—themed as ‘The Power to Make a Difference’—that includes a series of television ads featuring chief executive Brian Moynihan. The company has also adopted several participants to star in its ads, including fashion designer Tory Burch, actor Matt Damon, and president of the Special Olympics Tim Shriver.

The new logo will be displayed across its customer-facing services come 2019.

[via Charlotte Business Journal, opening image via Bank of America]

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