As JPMorgan Chase begins to remove the Bear Stearns name from its buildings, the firm is taking the opportunity to enhance its own brand identity.

JPMorgan plans to give separate but similar identities to its retail and institutional businesses, starting with the new skyscraper it acquired at 383 Madison Avenue in Manhattan.

Written in a thin, serif font, the new name on the building is simply "J.P. Morgan," sans the eight-sided logo, and will be used for the company's institutional side, including security services and asset management.

The retail side, which includes 3,152 branches in 17 states, will continue to use the JPMorgan Chase brand with the octagon logo.

"We're investing in the JPMorgan brand across our business," JPMorgan spokeswoman Kristin Lemkau told The New York Times. "As part of that investment, we're moving to a logo that more closely resembles the heritage JPMorgan logo."

The firm will formally introduce the change at the U.S. Open tennis tournament in late August.

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