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Identity Objectives
The development of a new identity for the J.P. Morgan brand represents a natural and essential evolution for our firm, one that will help us meet the competition and continue as an unrivalled industry leader.
J.P. Morgan’s brand objective is to:
• Continue to build a consistent and powerful J.P. Morgan brand.
• Reach back to J.P. Morgan’s heritage, but present it in a contemporary manner.
• Build a brand with long-term endurance.
When we talk about our brand, we’re talking about our reputation, our personality, as well as what we promise to deliver. Our brand is more than a logo or a product or a tagline. It’s manifested in everything we do, from the way we engage with each other to the guidance we provide our clients.
Brand history
J.P. Morgan has a rich and storied history. Founded by the legendary American financier, J. Pierpont Morgan, it has over 100 years of history as one of the world’s leading banking institutions.
Probably the only bank that can say it was central to the creation of the modern industrial age, J.P. Morgan drove the formation of such giants as the General Electric Company and U.S. Steel, critical to the development of the modern transportation system that made global trade possible, financed the building and consolidation of railroad and shipping systems, and during the panic of 1893 saved the U.S. Treasury with an infusion of gold.
Now more than ever clients are looking for a partner. Someone they can trust, who’s committed to them for the long term, has their interest at heart, and has the intelligence and resources to deliver. Over the past century J.P. Morgan has proven itself to be such a partner.
Brand guidance
JPMorgan Chase & Co. is the name of our firm, and is used to reference the holding company. It is not a brand.
We have two powerful brands in J.P. Morgan and Chase. Both have strong heritage, high awareness, and positive brand equities. We need to leverage the power of both brands separately.
To help strengthen both of these great brands, we made important brand architecture changes with regard to Chase and J.P. Morgan in the fall of 2008. The decisions was made to support these two brands independently and all lines of business were aligned with either the J.P. Morgan or Chase brand.