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, The New York Times writes.

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

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.