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JPMorgan M&a Bible

JPMorgan M&a Bible

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Subsidiary legal name

Group or department
name

Corporate mark

J.P. Morgan & Co.

Incorporated

Corporate Finance

Morgan Guaranty
Trust Company of
New York

Private Banking

J.P. Morgan
Securities Inc.

Emerging Markets Sales
and Trading

J.P. Morgan
Securities Asia Ltd.

Swaps Derivatives Risk
Management

J.P. Morgan Delaware

Global Technology and
Operations

J.P. Morgan M&A Reference Manual

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Appendix D: Basic typesetting, formatting and

color guidelines

1. Formatting and design:

In general, J.P. Morgan communications are characterized by simplicity and functional
design. To achieve these qualities, follow these guidelines:

No more than one or two typefaces should be used in the same publication

Type should always appear in upper and lowercase, even for headlines and subheads.
(In headings and subheadings, Morgan style is to capitalize the first word, proper
nouns, and the first word after a colon

Use italics, not underlining, for emphasis or to indicate a title or publication

Indicate paragraph breaks with indentations or double spacing, but not both

Format for type should be flush left with a ragged right margin, never justified

2. Recommended typefaces (fonts):

Times Roman is recommended for letters, memos, reports, proposals, and research
documents.

Helvetica is recommended for slide presentations, overheads, video titling, and other
media involving projected text.

3. Use of color

Color is used in graphs and charts to distinguish one chart component from another. The
application of color should always have a communication purpose and should not be used
in an arbitrary or decorative way. The standard hierarchy of color should always be
followed except in documents created on behalf of the client.

The use of color in reports and proposals is restricted to client-oriented documents.
Internal reports and proposals should be created in black and white.

Color palette

The hierarchy of colors and the corresponding Pantone® matching system colors are as
follows:

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Color palette

a) Blue – Pantone 660

b) Green – Pantone 348

c) Gold – Pantone 1245

d) Purple – Pantone 2587

e) Orange – Pantone 159

f) Taupe – Pantone 4645

g) Red – Pantone 221

h) Gray – Pantone cool gray 6

Bright color palette

This color palette is used for thin lines on graphs. The hierarchy is as follows:

a) Red – Pantone 214

b) Blue – Pantone 2727

c) Green – Pantone 334

d) Yellow-orange – Pantone 129

e) Light gray – Pantone Cool gray 4

Yellow tint area

Yellow – Custom color: 3%M; 20%Y

J.P. Morgan M&A Reference Manual

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Exhibit Appendix D: I: Use of color

100% = _______

Entry 4 10.0%

Entry 3 15.0%

Entry 2 30.0%

Entry 1:
Largest section
45.0%

1990

1991

1992

1993

1994

1995

1996P

0

5

10

15

20

7

13

17

14

18

7

11

y-axis title

Pie chart titles: color palette

Bar chart title: color palette

Exhibit title: yellow tint area

1990

1991

1992

1993

1994

1995

0

10

20

30

40

50

60

y-axis title

Label 1

Label 2

Label 3

Line chart title: bright color palette

J.P. Morgan M&A Reference Manual

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4. Use of black and white tints

A black-and-white palette is substituted for a color palette when the report or proposal
must be transmitted by fax. Also, internal reports and proposals should be created in black
and white.

Exhibit Appendix D: II: Use of black and white tints

100% =

Entry 4
(20%black)

Entry 3
(50%black)

Entry2
(60%black)

Entry 1:
largestsection
(100%black)

1990

1991

1992

1993

1994

1995

0

10

20

30

40

50

60

Label 1

Label 2
Label 3

Pie chart title

Line chart title

1990

1991

1992

1993

1994

1995

12

22

28

32

29

36

7

5

10

18

22

25

Unit of measure

Key 1

Key 2

Bar chart title

Column chart title

1993

1994

1995

45

50

62

Units of measure

Key1Key 2Key3

7

14

8

25

16

29

13

20

25

J.P. Morgan M&A Reference Manual

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Copyright © 1997 Morgan Guaranty Trust Company of New York. All rights reserved.n

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5. For more information:

Copies of Corporate Identity guidelines for a variety of communications are available (ext.
6-9558), including the following topics:

Stationery

Typing formats

Reports and proposals

Presentations

Invitations and programs

Forms and checks

Financial advertisements or “tombstones”

Classified advertisements

Prospectus covers

Binders

Signs

Web publishing

In case of additional questions on typesetting, design, or corporate identity, please contact
Thomas Craft, Corporate Communication, New York (ext. 6-9582).

J.P. Morgan M&A Reference Manual

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Copyright © 1997 Morgan Guaranty Trust Company of New York. All rights reserved.n

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