JTECH BRand Refresh
ROLE
Project management, print vendor communication, branding, visual design, proofreading, press check
Overview
JTECH is a leading communications technology provider specializing in onsite paging and text messaging solutions for hospitality, healthcare, retail, and other industries.
Problem
After HM Electronics, Inc. acquired JTECH, the company was still using its original 1980s-era logo.
The existing identity presented several challenges:
The lettermark was often misread, with the final character being mistaken for a “Z”
The gradient-based design created production limitations
The logo could not be reliably reproduced using solid Pantone inks
The brand needed to evolve while maintaining recognition with an established customer base
Solution
Because JTECH was already a well-recognized leader in onsite paging solutions, the goal was not a complete rebrand—but a thoughtful modernization.
I developed a refreshed identity that:
Preserved key elements of the original brand equity
Maintained the familiar color palette and overall visual language
Improved legibility and recognition
Converted the logo into a more versatile, production-friendly system
Allowed the brand to transition smoothly under new ownership
The final direction modernized the mark while ensuring existing customers still immediately recognized JTECH.
Impact
The refreshed identity was well received by internal stakeholders, who immediately recognized the value of the design decisions.
The updated logo successfully:
Maintained customer trust during the ownership transition
Signaled evolution without suggesting a change in product or service quality
Improved brand consistency across marketing materials and product applications
Reduced production costs by enabling two-color printing for labels, business cards, letterhead, and other collateral
The result was a modernized brand identity that balanced recognition, usability, and long-term scalability.
Before-and-after comparison of the JTECH logo, preserving key brand elements while modernizing the identity and improving legibility.
Extended the refreshed JTECH identity across essential business collateral, including business cards, envelopes, and letterhead.