Lippincott to brand US bank initiative

Lippincott in the US is developing branding for the company formed by the merger of The Bank of New York and the Mellon Financial Corporation.

According to a spokeswoman for The Bank of New York, Lippincott was retained following its global brand positioning and corporate identity work for the group in February 2006.

The new branding will be launched in September, the spokeswoman adds.

The appointment was revealed as a board of directors was announced for the new company, to be known as The Bank of New York Mellon Corporation, which will come into existence when the proposed merger has been completed on 1 July. The board will have ten members designated by The Bank of New York, and eight chosen by Mellon.