CIBC MELLON UNVEILS NEW LOOK
By Adnews Staff
CIBC Mellon unveilled a new corporate identity last week. The joint venture between Canadian Imperial Bank of Commerce and Mellon Financial operates two businesses: CIBC Mellon Global Security Services and CIBC Mellon Trust. Its re-branding includes a new logo, which combines the word styles of each parent company logo, and a new tagline, "The Freedom to Focus on Your World." CIBC Mellon's advertising agency, The Henderson Robb Group of Toronto, worked on the assignment. The new look has been incorporated into the firm's recently re-designed Web site at <http://www.cibcmellon.com>. Advertising featuring the new look will begin in February, according to Cathy Goetz, assistant vice-president of marketing and communications for CIBC Mellon. The company primarily advertises in trade magazines including Benefits Canada and Global Custodian, Goetz said.