The Brand Union created a complete visual identity system for the new Bank of America brand. At its core was a bold new logo to accompany the "Bank of America" name. Our creative team realized that much like a banner, a logo is a compelling symbol that unites people in a common effort. Combining this outlook with some of the concepts inherent in the brand name, we created a dynamic mark that married two powerful themes - a banner to wave over a powerful new entrant in financial services, and a colorful landscape to symbolize the rich possibilities for both our brand and its audiences. Our designers conducted a deep exploration of many different executions before selecting a final direction. Called the "flagscape," the logo consists of woven elements suggesting movement and evoking an arrow pointing towards the future.

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