The Bank of New York Mellon launched its logo, as well as a branding and advertising campaign, this week – about three months after Mellon was merged into The Bank of New York. The new arrow-tip logo was created by Lippincott, a New York-based branding and marketing firm. The gold, silver and bronze colours represent excellence in investment management and servicing. "We liked the idea of having two different things coming together to form something new," said Peter Hayes, chief marketing officer for BoNY Mellon. The "Mellon" name is to be removed from Mellon Private Wealth Management offices worldwide in three to four months. In its place will be the new arrow-tip logo and the BoNY Mellon Wealth Management name. The campaign is being supported by ads in major financial newspapers that carry the tagline "Who's helping you?" Television ads are due to air in mid-October. The cost of the campaign was not disclosed.