At a certain point, it became necessary for the J.P. Morgan brand to take the reigns and emerge again as it’s own voice within the financial landscape. We dropped all usage of the Chase brand’s look & feel and created a bespoke identity system for the venerable finance and investment brand that reflected who they are now as well as where they’ve been in the past. We think the return of autonomy to the J.P. Morgan identity would have made it founder proud. We could never quite picture John Pierpont approving of his identity mixed up with Chase.