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.

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 J. P. Morgan brand across our business,” said JPMorgan spokeswoman Kristin Lemkau. “As part of that investment, we’re moving to a logo that more closely resembles the heritage J.P. Morgan logo.”

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

The staff of Money Management Executive ("MME") has prepared these capsule summaries based on reports published by the news sources to which they are attributed. Those news sources are not associated with MME, and have not prepared, sponsored, endorsed, or approved these summaries.

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.