As the largest bank in the United States, Bank of America provided a full range of financial services. However, Landor’s consumer surveys found that smaller clients viewed the institution as impersonal and oriented primarily toward large corporate accounts. In addition, most people mistook its existing sailing ship logo for the trademark of the Encyclopedia Britannica. In 1969 Walter developed the BA monogram to communicate “something quite wonderful and strange happening between the two letters. The majority of the people see a bird. It was conceived as ... a non-threatening symbol more like an old-time monogram. It’s a very personal statement.” The new logo helped Bank of America present a friendlier face to customers.