The bank it set to unveil its new logo this week featuring the BNP Paribas “taking flight” graphic, designed, the firm said, to convey a "universal and positive vision of change."

BNP Paribas employs around 16,000 people in the US, its second-largest market after France. Going forward, Bank of the West’s retail, commercial and wealth businesses will work more closely with BNP Paribas businesses in the US as well as internationally.

“This new brand presents our promise to provide broader products and solutions and innovate on behalf of our collective customers,” said Jean-Yves Fillion, CEO of BNP Paribas USA and head of CIB, Americas.

The Bank of the West bear will remain a symbol of the Bank’s western heritage, the firm said, but with a “more updated contemporary look.” Throughout the year, the new brand will begin to appear in branches, marketing and digital channels.

“Our new logo and evolving brand reflect the commitment to our customers in providing them with an exceptional customer experience both at home and around the world,” said Nandita Bakhshi, president and chief executive at Bank of the West.