JAM Architects

When less is more

Brand identity


To refresh JAM’s brand and visual identity, including stationery, website and marketing collateral.


Our brief was to simplify the identity typography with a considered ‘less is more’ approach in keeping with architectural conventions. We selected the typeface Helvetica neué for its timeless quality and legibility at a range of sizes, from small details on plans, to large statements on website and portfolio. Rollout features include white ink on jet black notturno paper stock and spot black gloss foil for the brandmark on business cards, and a short page fold detail creating a wrap-around cover on the A4 commercial folio.


The new identity, an evolution of the brand created by Fluid in 2008, reinforces Jam Architects’ design principle of delivering innovative solutions that are contextually resolved, commercially grounded and environmentally conscious.

Our client is delighted with the end result – simple, understated and considered.