Chase launched a new identity on May 9, 2005, coupled with the slogan "Your Choice, Your Chase." (created by New York's mcgarrybowen), in the wake of its merger with Bank One on July 1, 2004 (most of its branches were subsequently converted to Chase the following year). This logo was used in tandem with the previous one until October 2005.
On January 9, 2008 (about a month into the Great Recession), Chase announced a new money and life management-focused campaign with the slogan "Chase What Matters", which began its run four days later in print (five days later on TV and online), also created by mcgarrybowen.
On May 6, 2013, Chase replaced it with a customer-focused campaign with the slogan "So You Can" (once again created by mcgarrybowen).
This was replaced again on August 28, 2017 with its current slogan "Make More of What's Yours".
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