JPMorgan Chase’s predecessors include many other banking institutions, including the oldest Bank of the Manhattan Company, established in 1799. Together they laid the foundation for a financial holding company that was formed in 1996. The monetary institution was named after John Pierpont Morgan I. Businessman James L. Dimon now heads it.
Meaning and History
Going back in time, the recognizable octagonal shape from the Chase logo dates back to 1961 when Chase Manhattan Bank was formed due to the two companies’ merger. This results from the work of design firm Chermayeff & Geismar Associates, which offered eight different symbols to choose from. Management approved a four-part octagon. They were originally multi-colored but eventually turned blue. After JPMorgan Chase’s appearance, the geometric figure supplemented the name and then disappeared altogether – only the inscription remained on the current logo.
2000 – 2008
In 2000, two large financial structures merged: JPMorgan & Co. Incorporated and The Chase Manhattan Corporation. They founded the current bank JPMorgan Chase, which immediately received a new logo with lettering and an octagon. The octagon stood for movement, and the white square inside it was both a secure bank vault and an abstract symbol of progress. There were no spaces between words. The letters were black, bold, and grotesque.
2008 – present
The redesign brought noticeable changes, especially about the graphic part. The octagonal geometrical figure disappeared – there was no place for it even in the upper right corner. Simultaneously, the logo developers updated the inscription, adding missing spaces and converting all letters to uppercase. However, the first “JPM” in the word “JPMORGAN” and the “C” in “CHASE” are still higher than the rest of the characters.
Font and Colors of the Emblem
From an artistic point of view, the current emblem is much simpler than the previous one. There is no multi-part octagon in it, composed of small quadrangles, and the semantic load does not imply symbolism. Designers dispensed with hand-drawn elements, moving away from the old Chase concept. Now the icon can only be associated with seriousness, severity, responsibility, and stability. This is exactly what the bank employees, who opposed abstractions back in 1961, sought to achieve. After 47 years, they still won.
The new logo font is the exact opposite of the previous version. If earlier it was chopped and bold, now the phrase “JPMORGAN CHASE & CO,” written in antique. The letters are very similar to the lettering of the neoclassical typeface ITC Century Book, designed by typographer Tony Stan.
The color scheme is as simple as possible because the emblem contains only black lettering and empty white background. Monochrome is great for a bank holding company and emphasizes its laconic image.