JPMorgan Chase Institute Rebrand

As Institute's brand strategy moved in a more political-facing direction, it became clear that they needed to stand apart from the larger JPMorgan Chase entity. Part of this strategy was to focus on the human aspect of the Institute's work: Data collected from the public, interpreted by human analysts, and used to inform policy that positively impacts individuals.

The restructuring of the logo typography was the best way to solve the hierarchical challenge of the two brands, and a new mark was created to symbolize the lifecycle of the Institute's data from a human-centric perspective.

A full set of guidelines—including everything from logo measurements to detailed specs for data components—was created to house all brand materials for both the client's internal teams and external vendors.