I was tasked by the JPM team to create a new modern, unique, simplistic, and memorable brand identity for the company. Their current logo was flat, and one-dimension. It looked somewhat unfinished, like a "pencil sketch mockup before the final draft". Would like to keep the lightbulb, representing innovation. Breaking the lightbulb symbolizes ‘breaking expectations’. A successful logo will be easily recognizable, easily placed in all types of formats, and one that is refreshing and modern.