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New mbna

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The nation’s third largest bank credit card issuer is getting ready to create a new corporate image. MBNA is replacing its all-caps logo with lower-case letters, plus adding a splash of color. MBNA unveiled the new logo this week with plans to launch an aggressive promotional campaign early next year, which could include MBNA’s first significant TV advertising. Reportedly, MBNA will gradually migrate the logo to its 70,000+ cards-in-force. MBNA launched the logo initiative 18 months ago. London-based advertising giant WPP Group was hired to develop the new logo. At mid-year, MBNA had $83.5 billion in U.S. credit card loans, compared to $126.9 billion for Chase/Bank One and $115 billion for Citigroup.

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