Strategy

JPMorgan Goes for Re-branding as Bear Stearns Acquisition Beds In

26 August 2008

JPMorgan Goes for Re-branding as Bear Stearns Acquisition Beds In

Blue-blooded Wall Street bank JPMorgan, fresh from its acquisition earlier this year of stricken US banking peer Bear Stearns, is rebranding its business with a new logo.

The new-style logo – designed to reflect the history of the bank going back more than a century – was rolled out yesterday. It features the re-introduction of full stops after J and P and a space before Morgan.

The rebranding exercise is part of a move by the bank as it integrates the Bear Stearns business it bought at what was seen as a relative fire-sale price after the latter bank suffered heavy losses linked to the credit crunch.  

The new brand campaign is being launched “as part of an investment in the brand across its Investment Bank, Treasury & Securities Services and Asset Management businesses”,  a spokeswoman for the New York-listed banking group, which includes a substantial private banking operation, told WealthBriefing.

In the UK, J.P. Morgan has entered talks to build a new European headquarters in the Canary Wharf financial district in the docklands area of East London.

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