New Corporate Identity and Advertising to Spotlight People, Partnership and Performance

NEW YORK, October 1, 2007 — The Bank of New York Mellon launched a new brand program today, highlighting the Company's global reach and its leadership across a number of high-growth businesses. The branding program follows the July 1 merger of The Bank of New York Company, Inc., and Mellon Financial Corporation and is supported by an extensive worldwide advertising campaign.

"Our brand reflects our global leadership, supports our common values and highlights our uncommon strengths," said Robert P. Kelly, chief executive officer of The Bank of New York Mellon. "It is built upon three pillars - the expertise of our people, the collaborative partnerships we forge with our clients and the performance we deliver. It is a brand that sets us apart in the industry and propels our new company forward."

Also revealed today was the Company's new identity, a three-color logo depicting an arrow pointing to the future which will appear in all components of the program and unite the Company's businesses. The global advertising campaign began today in key industry and business publications, along with a new Web site (http://www.bnymellon.com/) that showcases the Company's global leadership position. The television campaign will begin in mid-October in the U.S. and Europe. The advertising asks "Who's Helping You" as it illustrates how The Bank of New York Mellon has the expertise, products and services to help clients develop solutions to complex challenges.

"Our brand launch reflects our focus on making our company, our brand and our identity all synonymous with exceptional performance," Kelly added.

The Bank of New York Mellon Corporation is a global financial services company focused on helping clients manage and service their financial assets, operating in 37 countries and serving more than 100 markets. The company is a leading provider of financial services for institutions, corporations and high-net-worth individuals, providing superior asset management and wealth management, asset servicing, issuer services, clearing services and treasury services through a worldwide client-focused team. It has more than $20 trillion in assets under custody and administration, more than $1 trillion in assets under management and services $11 trillion in outstanding debt. Additional information is available at http://www.bnymellon.com/.