Twenty years ago, Bank of America introduced its iconic Flagscape logo. In the two decades since, Bank of America has become a global financial services company that serves one out of every two households in the U.S. and the majority of Fortune 500 companies around the world. As they take their next step, the company tapped Lippincott to modernize its logo to reflect both its cutting-edge technology and high-touch solutions for clients.
The new logo starts with a sophisticated all-caps style to better emphasize the company’s name and reinforce its stature as a premier financial services provider. The Flagscape’s stripes are set further apart and the shape is more evenly geometric to make the image of the flag clearer, reinforcing associations with the company’s global scale, capabilities and leadership. The refreshed logo is optimized for physical and digital environments.