CIBC Mellon today launched its new logo, branding and livery to coincide with the opening of its new Banking Hall office space at 320 Bay Street in Toronto.
The new brand and logo aims to signify the relationship of each parent company – CIBC and Mellon – by drawing on the word styles of each parent’s logo, but also to convey their integration into CIBC Mellon.
“Our new CIBC Mellon brand strategy is built on our recognized strengths,” says Tom MacMillan, CIBC Mellon’s president and chief executive officer. “It is designed to consistently convey the positive attributes represented by our brand and reflects our vision of becoming the most sought-after provider by the year 2005.”
As part of its re-branding initiative, CIBC Mellon says it has formulated its “brand promise” into the tagline “The Freedom to Focus on Your World,” the aim being to reassure clients that the babnk offers them a combination of sophisticated new technology without losing anything in terms of client service.
CIBC Mellon’s new office space is located in the Grand Central Corridor of the Banking Hall in the Toronto financial district. Built in 1929, the Banking Hall has been fully refurbished. “CIBC Mellon’s new premises are one of the most significant early 20th century banking halls in the city,” says Don Harris, senior partner at Smith Grimley Harris Design Partners, the design consultants to the refurbishment. “Taking this into consideration we felt it was important to respect and enhance the history and craftsmanship of the original building while making it functional for more than 65 CIBC Mellon employees to work in and for them to host client meetings.”
Carruthers Shaw and Partners Architects, led by Peter Ortved, worked with Smith Grimely Harris on the project. “The beautiful materials, Art Deco detailing, wonderful lighting and proportions make the Banking Hall one of the finest heritage interiors in the city,” adds Peter Ortved, principle at Carruthers Shaw and Partners Architects. “There were very few Canadian buildings like it when it was built and even fewer remain today. The renewal of this space ensures it will continue to be a vital part of Toronto’s history and financial services.”
“With the opening of our new Banking Hall we have a facility that positively reflects the high calibre of our people, products and services,” concludes MacMillan. “With the launch of both our new brand and new office space CIBC Mellon has built a solid foundation to create a new and unique atmosphere for clients.”