J.P. MORGAN CHASE: The first tentative step toward a new brand

A use of identity, by a leader

New: Corporate name and logo

Launched: January 2, 2001

Story in brief:
As it grows, the hermit crab seeks larger and larger shells. Just so has Manufacturers Hanover, moving into Chemical's shell, then Chase's, and most recently adding J.P. Morgan and its considerable gloss.

Harrison wanted to call it simply "Morgan Chase." But in the final hours of negotiations, Morgan's Douglas Warner faxed a special request: "On the name, how about J.P. Morgan-Chase?" No one should be proud that key branding decisions are made so casually.

The new mark shown here is thought of as merely a stockholder's brand for now, and will get limited exposure. The Chase banking brand is unaffected. But the elegant JP Morgan brandmark is gone.

Credits:
C.E.O. - William B. Harrison, Jr.
Identity design - Interbrand

First Impressions:
Designers everywhere mourn the loss of the elegant JP Morgan brand, and the distinguished corporate design ethic it reflected. Based on their past performance, it is unlikely that Chase management can muster the taste and values required to rise to the Morgan level.

The new mark itself is extremely tentative, which is appropriate; JP Morgan Chase should not attempt a clear, definitive identity until its leader has a clearer understanding of the brand and subbrand composition.