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Over the past few months much work has been under way to launch the new Bank of America Merrill Lynch brand in the marketplace. Some of the more visible activities have included introducing the Bank of America Merrill Lynch logo on business cards, stationery and marketing materials; signage at client events; advertising in global publications; and launching Flagscape Worldnet.

These activities and the research behind them were recently highlighted on Flagscape Europe/Worldnet in a discussion between Jonathan Moulds, president, EMEA, and Marie Chinnici, head of Global Markets, Corporate & Investment Banking Marketing. Visit Flagscape Europe to read the full article.

Next steps

For London-based associates, the next significant milestone will be the introduction of new signage at Merrill Lynch Financial Centre (MLFC), taking the company another step closer to reaching its fully integrated identity.

From Monday, 7 September, rebranding works will commence at MLFC and will include the following:

• The exterior address bronze plaques will change to Bank of America Merrill Lynch Financial Centre
• The exterior bronze building lettering and logo will change to Bank of America Merrill Lynch
• The exterior walkway logo will change to Bank of America Merrill Lynch
• The floor entrance glass doors will feature the rising Flagscape logo 
• The interior sandstone wall will be changed to a plain wall without logos or branding
• Both the Global Wealth Management brand and the Bank of America Merrill Lynch brand will be given visibility in the Client Centre

It is anticipated that there will be minimal disruption to associates, and all work is expected to be completed by mid-October.

Brand consistency is an important part of conveying that the company is united and powerful in its ability to serve our clients. The rebranding efforts at MLFC are just the first phase of a larger programme that will extend to other locations as appropriate. Further information regarding branding developments will be shared in the coming months.