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JCBL

BRAND IDENTITY + COMMUNICATION + PRINT + WEBSITE

Our new brand identity and communication system for JCBL was inspired by the pioneering transport industry provider’s motto ‘transforming ideas into solutions’. The customised modeling of letters in the logotype along with the comprehensive motion-style graphics in the corporate communications exemplify the message of constantly moving ahead to innovate.

What motivated the need for a new brand identity?

JCBL Groups was established in 1989 with diversified interests in the automobile and pharmaceutical sectors. Known to be committed coachbuilders recognized for their cutting-edge style and engineering, today, JCBL is the largest mobility solutions provider in India. Their strengths have been in continuously innovating to provide world class solutions with the core vision to be market leaders. JCBL’s clients include Tata, Toyota, Ashok Leyland, Eicher, Daimler, Volvo, and GE in the Automobile sector; Abbott, Sandoz, Merck, Glenmark, Novartis, and Alembic in Pharma.

Lopez Design was commissioned to bring out their evolved brand: JCBL’s corporate communications had to reflect their international presence and their flair for innovative solutions at a global level while reflecting the company values.

How did we re-engineer the innovators?

We curved the B around the C in the new logotype to visually give the sense of a wheel, to bring out the idea of ‘progress through motion’. The logotype’s color palette had options of a blue and green combo that reflected industry and transport, as well as white on flat colors.

The letterhead reflects the values of organization and diversification effectively through typography and the use of rules to create designated spaces. The impressions of yellow horizontal lines in the graphics for the CD and CD pouch emphasize a sense of being constantly on the move to innovate.

We visualized “On the road with JCBL”, the company’s stance of total commitment to its customers by reflecting on JCBL’s ability to innovate and to stay ahead in its field. We interpreted natural landscapes with the use of bursts of yellow against blue skies, ice-capped mountains, and blurs of orange, green, and blue. The moods infused through such colors subtly evoked JCBL’s outlook of being in the present.

The website pages explore horizontal lines in other colors, drawing attention to the changing quality of JCBL’s effort – their diversification in industry and the technical nature of the jobs in which they are involved.  

Moving Ahead With JCBL

The brand’s messaging through the graphic elements was reiterated in a consistent manner to reflect on the achievements, quality, and services provided by JCBL. Through many layers of web, brochure, and communication materials, we presented a complete picture. Overall, the clean fluid communications design connects emphatically with JCBL’s journey and how it has established a firm footing across the globe.

Team

Lucy Joy
George John
Mohan Godwal
Anthony Lopez

Support

Raj Kishore Gupta

 

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