JPMorgan Brand Book

Brand positioning Brand history Brand evolution timeline Brand architecture Brand guidance Voice When to use J.P. Morgan brand and when to use JPMorgan Chase & Co.

Brand positioning Brand history Business associated with each brand Brand evolution timeline Brand architecture Brand guidance Voice When to use J.P. Morgan brand and when to use JPMorgan Chase & Co. Strategic framework

Brand positioning Brand history Brand evolution timeline Brand architecture Brand guidance Voice When to use J.P. Morgan brand and when to use JPMorgan Chase & Co.

J.P. Morgan J.P. Morgan Asset Management Asia application J.P. Morgan Asset Management Dual Logo

J.P. Morgan J.P. Morgan Asset Management Asia application J.P. Morgan Asset Management Dual Logo Logo free space Logo size Logo positioning standards Incorrect logo use

The J.P. Morgan Asset Management Chinese and English logos should always have 2.5n of free space in between. The n-width is determined by the height of the letter “n” in the J.P. Morgan portion of the J.P. Morgan Asset Management logo. Logo free space 2.5n J.P. Morgan J.P. Morgan Asset Management Asia application Logo free space J.P. Morgan Asset Management Dual Logo

Primary typeface English fonts Asia application Secondary typeface Tertiary typeface Free fonts Traditional Chinese Simpli fi ed Chinese Japanese Korean

Free fonts that closely match with Amplitude Traditional Chinese Recommended font type (available in Microsoft Of fi ce 2007 Professional) Primary typeface English fonts Asia application Secondary typeface Tertiary typeface Free fonts Traditional Chinese Simpli fi ed Chinese Japanese Korean Alternative font type (available in Microsoft Window XP and Microsoft Of fi ce 2003 Professional) HeiTi — Bold HeiTi — Regular Ming Liu — Bold Ming Liu — Regular

Free fonts that closely match with Amplitude Simplifi ed Chinese Recommended font type (available in Microsoft Window XP) Primary typeface English fonts Asia application Secondary typeface Tertiary typeface Free fonts Traditional Chinese Simpli fi ed Chinese Japanese Korean SimHei — Bold SimHei — Regular

Free fonts that closely match with Amplitude Japanese Recommended font type (available in Microsoft Window XP) Primary typeface English fonts Asia application Secondary typeface Tertiary typeface Free fonts Traditional Chinese Simpli fi ed Chinese Japanese Korean MS Gothic — Bold MS Gothic — Regular

Free fonts that closely match with Amplitude Korean Recommended font type (available in Microsoft Of fi ce 2003 Professional and Microsoft Of fi ce 2007 Professional) Primary typeface English fonts Asia application Secondary typeface Tertiary typeface Free fonts Traditional Chinese Simpli fi ed Chinese Japanese Korean HY Gothic — Extra HY Gothic — Medium Alternative font type (available in Microsoft Window XP) Batang — Bold Batang — Regular

Secondary color palette Secondary color palette (Asia) Asia application

The J.P. Morgan secondary color palette for Asia contains 12 colors that have been selected to complement the primary color palette. The specialty colors (PMS 877, PMS 871 and PMS 123) are to be used sparingly, in rare occasions when marketing professionals deem appropriate. PMS 485 can be used year-round as a secondary color, but only as a dominant color for Chinese New Year and anniversary-type occasions. PMS 871 can only be used in combination with PMS 485 for Chinese New Year and anniversary-type occasions. PMS 123 can only be used in combination with PMS 485 for Chinese New Year and anniversary-type occasions when metallic gold is not possible or cost prohibitive. Don’ts • Don’t use the secondary support colors on their own without the appearance of the primary brown, gray, or blue. • Don’t use PMS 871 or PMS 123 without the presence of PMS 485. Secondary color palette (Asia) Secondary color palette Secondary color palette (Asia) Recommended applications Applications not recommended Asia application

Photography style Stock image guideline Landscapes People Objects Negative Examples Buildings Asia application Cropping Downloads Unacceptable treatment

This guideline is designed to act as your “assistant” in selecting stock images for J.P. Morgan. Chosen shots should closely adhere to – and be consistent with – the J.P. Morgan photography style. In addition, image colors should be muted rather than vibrant. Sample images are used for reference only and do not indicate fi nal image selection. Stock image guideline Photography style Stock image guideline Landscapes People Objects Negative Examples Buildings Asia application Cropping Downloads Unacceptable treatment

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Select the appropriate media channel and click on a fi le to download associated style guidelines and fi les. Style guidelines jpmorgan.com assets Online Cover construction Collateral Cover do nots Cover examples Interior spread construction Interior spread do nots Examples Dual branding: collateral and advertising Signage Interior spread examples

Style guidelines jpmorgan.com assets Online Cover construction Collateral Cover do nots Cover examples Interior spread construction Interior spread do nots Examples Dual branding: collateral and advertising Signage Interior spread examples