Bank of New York Mellon is embracing BNY as its new moniker, CEO Robin Vince wrote in a memo to employees Tuesday. The company also unveiled block-lettered signs with the three-letter name across its major offices.

Since it was founded 240 years ago by Alexander Hamilton, BNY has grown to oversee $48.8 trillion in assets, and serves as a bank for other financial institutions, known as a custodian.

It is the longest continuously operating company in New York City and the company's founding even predates the signing of the U.S. constitution.

"Though we have long been known as both trusted and resilient, to exist and thrive for more than two centuries has also required a continuous focus on innovation," Vince wrote.

Since taking the helm in March 2022, Vince has brought in new leadership and focused on growth in areas like real-time payments and artificial intelligence, while boosting efficiency. The executive spent 26 years at Goldman Sachs, where he rose to become its chief risk officer.

BNY's stock has risen almost 17% in 2024, compared with 13% for a broader S&P 500 index of bank shares. Its earnings per share and revenue climbed last year.

The bank's rebrand was its first since it slimmed down to BNY Mellon 17 years ago. It follows a trend toward brevity on Wall Street after decades of mergers and acquisitions led to ever-lengthier names.

BNY also introduced a new teal arrow logo to precede its all-capitals name, which is already a widely used shorthand in financial circles. Some of its divisions will also be renamed: BNY Investments, BNY Wealth and BNY Pershing.

The bank is rolling out new branded merchandise like sweatshirts to coincide with the launch.

Still, its legal name will remain The Bank of New York Mellon Corporation.