J+D Consulting is a specialised healthcare consultancy that supports decision-making in the pharmaceutical industry through forecasting, research and analytics. They approached us to update their identity, design and website, repositioning the brand as a cutting-edge thought leader, and providing scope for future growth.
We instantly recognised that replacing the ampersand from the old logo with a plus ‘+’ symbol, would give a nod to their analytical and methodical methods. Commonly associated with positivity, collaboration and growth, this symbol became a catalyst for the overall identity concept.
Building on the plus sign, we investigated several mathematically-led approaches, as we began to reinforce this symbol with a full identity system. We used Pentomino shapes to clearly articulate the problem-solving and adaptive approaches of J+D.
“Dawn have been great to work with – not only did they come up a really neat idea for our branding that did everything we wanted, but they were also responsive and flexible when it came to the implementation and detailed design work.”
Andrew Ward, Consulting Director of J+D