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Making a Mark: Visual Identity with Tom Geismar
99% Invisible
Embrace Boldness Over Tradition
Chase Manhattan Bank pursued a rebranding initiative following its merger, aimed at establishing a modern identity in a shifting financial landscape. This involved moving away from traditional symbols common in banking, like the dollar sign, to create an abstract logo that stood out. The aim was to craft a recognizable mark that communicated strength and modernity, akin to iconic symbols like the Red Cross or Mercedes. With Chase being a dominant force in the banking sector and a visible presence in the New York metropolitan area, the strategy embraced innovation to ensure the new brand was memorable and impactful.
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