Chase is a brand of the American monetary organization JPMorgan Chase Bank. Its name is associated with the last name of the politician and lawyer Salmon Portland Chase, although this person has nothing to do with the financial institution.
Meaning and History
The origins of Chase go back to the days before it formally appeared. At that time, only its predecessors existed, and each of these organizations had its logo. The most famous of these is the octagonal mark, developed in 1961.
1799 – 1877
In 1799 the Manhattan Company bank was created – the distant ancestor of Chase. Its form has survived to this day, on which basic legal information was indicated: the status of the financial institution, name, year of foundation, etc. Different fonts were used for the inscriptions, including printed and handwritten.
1877 – 1955
In 1877, another founder of the modern JPMorgan Chase Bank appeared – Chase National Bank. His letterhead had three lines: “The Chase National Bank,” “OF THE CITY OF NEW YORK,” and “57 BROADWAY.”
1955 – 1961
The two institutions merged in 1955 to form the Chase Manhattan Bank. At the same time, the logo of a new financial organization appeared: the globe’s image against the background of the outline of the United States. A square frame with rounded corners surrounded the geographic features. Inside were the words “WORLDWIDE BANKING” and “CHASE MANHATTAN.”
1961 – 1976
In the early 1960s. New York-based firm Chermayeff & Geismar was involved in the redesign. Experts have proposed eight emblems, including a version with the words “THE CHASE MANHATTAN BANK” (left) and a stylized octagon (right). It consisted of four multi-colored parts that symbolized movement. The white space in the center meant that development starts from the inside. Four figures – blue, green, brown, and black – were like the bank itself, which has many divisions.
But not all Chase Manhattan employees were ready for such experiments: more than half of top managers were against abstract symbols. On the other hand, it was rumored that the octagon was a cross-section of water pipes that were once installed by the Manhattan Company. But the ridiculous assumption was refuted by Ivan Chermayeff himself.
1976 – 2005
After the modernization, the logo’s basis was a rectangle divided into two parts: a blue top and a red bottom. On the left was the already known octagonal figure, and on the right was the inscription “CHASE.” Both elements were white.
2005 – present
In 2004, JPMorgan Chase acquired Bank One Corporation. Marketers have a new goal – to grab customers’ attention in the states where Bank One previously had branches. This was the aim of a redesign carried out in 2005.
The developers have simplified the logo by removing the two-color rectangle. To contrast the image, they made the octagon blue and the caption black.
Font and Colors of the Emblem
The main symbol of Chase is an abstract octagon. The Chinese coin inspired geometric design. The white square in the center represents the secure vault.
Modified Zekton Bold font was used for the inscription. Color scheme includes Bright Navy Blue (# 117ACA) and Eerie Black (# 211E1E).