Bank Of America Tweaks 1998 Logo As Part Of New Marketing Campaign

Nov 19, 2018

Bank of America is tweaking its red-and-blue flag logo for the first time since 1998, and is planning a new star-studded marketing campaign for the holiday season. 

The new logo.
Credit Bank of America

The revised logo includes a darker blue color and a new typeface, with the company name all in capital letters. BofA says the new design reflects "a more modern brand that delivers both cutting-edge technology and high-touch solutions for clients."

The new marketing campaign's slogan is: "What would you like the power to do?" It pitches Bank of America as a partner in people's success.

A series of new TV ads that began airing Sunday night features CEO Brian Moynihan as well as designer Tory Burch, actor Matt Damon, filmmaker Ken Burns and Marc Morial, head of the Urban League.  


Nov. 16, 2018,, "Bank of America Unveils New Brand Positioning – 'What would you like the power to do?'"