Bank of America implemented an ambitious cross-training effort throughout the corporation. Their goal was to develop a sales force able to assist any customer in whatever capacity needed. DKMarketing was retained to develop a logo that would capture the program's key themes.

Logo Development

Bank of America wanted a logo that would portray movement of information and connections between locations. The initiative was heavily reliant on computers, so a technology element was also desired.

A variety of logo concepts were reviewed by the project's steering committee, who quickly settled on one of our initial designs. The CROSS logo has been implementated in a variety of ways, from internal corporate communications to promotional items, as shown.