J.A. Jennings
A logo, re-brand and website creation for a corporate business based in New York.
As a fourth-generation, family-owned construction business, J.A. Jennings is one of New York City’s oldest construction firms. Through early exploration and initial discussions with the team at J.A. Jennings, it was evident that their brand heritage and family were equally as important to them as the quality and value of the projects they deliver. A new company logo was required to re-brand the company to make the next step in their journey.
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The logo icon is constructed using four stylised ‘J’s to represent the four generations of family that have brought the business to today. The top left and bottom right ‘J’s use the negative space in the centre to form two arrows pointing at each other, visualising the connection and partnership between family and client. The ‘J’s running from the bottom left to the top right create ‘steps’, symbolic of progression and growth. The simplicity of the icon allows for easy implementation across a multitude of applications, using clean lines and strong angles, signifying a solid build, a deliberate reference to the quality and high standards of work produced by J.A. Jennings.
The icon construction is playfully carried throughout the brand’s visual language and locked into a simple, understated logotype. The team at G&S Business Communications worked with the directors at J.A. Jennings to revise the corporate mission, vision and values and produced website content that resonated with existing customers and new prospects.
This inspired our team for the bespoke new J. A. Jennings website design. With the brand identity and expansion into communication materials in place, we proceeded to the website creation part of our process, with a focus on supplying a clean user experience and user interface (UX/UI) with the new brand’s visual language expanded into the pages.
If you’d like est. to construct a world-beating logo or website for your business, get in touch.
“est seamlessly translated the client’s aspirations into an elevated brand expression”
Ashley Eisner
Account Director, G&S Business Communications