The new identity retains the JSA name, now rendered bold and capitalised, anchored by an infinity symbol.
As per the firm, the infinity reflects endless possibilities, enduring client relationships that span generations of businesses, the continuity of an institution built to outlast any individual and the balance of perspectives.
A release by the firm states,"Its two loops, meeting at a single point of equilibrium, carry forward the spirit of the firm’s original rising-sun symbol: heritage flowing into the future in one unbroken line.
The identity is set in a palette of deep burgundy, gold and ivory, the colours of conviction, confidence, authority and strength; gold, rendered in the infinity itself, symbolises value and excellence; ivory holds the identity to clarity and integrity."
The new identity retains the JSA name, now rendered bold and capitalised, anchored by an infinity symbol. As per the firm, the infinity reflects endless possibilities, enduring client relationships that span generations of businesses, the continuity of an institution built to outlast any individual and the balance of perspectives. A release by the firm states,
"Its two loops, meeting at a single point of equilibrium, carry forward the spirit of the firm’s original rising-sun symbol: heritage flowing into the future in one unbroken line.
The identity is set in a palette of deep burgundy, gold and ivory, the colours of conviction, confidence, authority and strength; gold, rendered in the infinity itself, symbolises value and excellence; ivory holds the identity to clarity and integrity."
