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Royal Bank of Canada (RBC) has updated its brand name and logo. The corporate brand name for the Toronto-based financial services organization is now RBC Financial Group, and the letters "RBC" will be the name under which each of the company's five business platforms will operate worldwide. Royal Bank's new name and log, developed by FutureBrand Worldwide in New York--part of the McCann- Erickson WorldGroup--symbolizes its expansion into the U.S. and international markets. The name and lion logo--which now faces right instead of left--has lost its crown but gained the initials RBC underneath, which are incorporated inside a stylized shield. The blue hue is lighter than the one the bank has traditionally used. While Royal Bank of Canada remains the institution's legal name, "Canada" will be noticeably absent from the bank's public identity, including its marketing and signage. In Canada, all business platforms are adopting "RBC," such as RBC Capital Markets, RBC Global Services, RBC Royal Bank, RBC Insurance and RBC Investments. Signage across the country will be replaced by 2004. In the U.S., where the brand name and logo are not well-known, but where a number of banks have been acquired by RBC, the implementation will occur more rapidly. A national print campaign by MacLaren McCann of Toronto, Royal Bank's lead ad agency, broke Aug. 21 in major daily newspapers.