Founded in 2000, Jovicard is a leading provider of access control and electronic security solutions. Initially, they used proximity cards, but as the company’s services expanded, they required a new identity that better represented them in the security tech market.
Jovicard's existing identity no longer reflected the company's evolution as it expanded its services to security technology products. It had grown into an electronic security provider stuck with the visual identity associated heavily with proximity cards.
The challenge was to completely rebrand and reposition Jovicard as a modern, innovative, trusted technology company. One of their requirements was a strong visual symbol that could work independently across applications. The brand needed a flexible identity that worked with and without the icon.
We knew instantly that their new brand identity needed to feel minimal, corporate, hi-tech, and sophisticated. Our primary objective was to reposition Jovicard as a reliable provider of technology and security solutions, with a modern identity that reflected innovation and trust. To achieve this, we explored a few geometric forms and abstract shapes combined with different typefaces.
Our approach was divided into two phases. The first focused on designing a logo system that communicated confidence and sophistication while being adaptable across different branding touchpoints. The second phase was to scale it down to a standalone icon that could serve as a recognizable symbol for the brand across digital and physical applications.
The entire design process with Jovicard was built around collaboration and refinement. We initially presented four concepts, each exploring different combinations of symbols and typography. One concept immediately stood out to the client for its modern aesthetic and strong technological appeal. From there, we worked closely with the client through several rounds of iterations, refining every detail of the identity. The client requested explorations of different color variations for the symbol, additional typography options, alternative logo lockups, and versions with and without the slogan, "Power of Trusted Access."Through this collaborative process, we arrived at a final identity that perfectly balances innovation, professionalism, and trust, combining a distinctive modern icon with strong, contemporary typography.
The final color scheme for Jovicard was selected after extensive exploration and refinement. We analyzed the palettes used by industry competitors and experimented with several directions before arriving at a combination of deep navy and vibrant blue gradients. The navy tone conveys professionalism, security, and reliability, while the brighter blue gradients introduce a sense of innovation, progress, and modernity. Together, these colors position Jovicard as a forward-thinking and trusted provider of electronic security and technology solutions.
Choosing the right typography was one of the biggest challenges of the project. The client explored several typeface options and requested multiple revisions before arriving at the final direction. We ultimately selected a modern geometric sans-serif typeface with custom letterforms, giving the brand a distinctive and futuristic appearance. The rounded edges convey accessibility and innovation, while the clean, minimal forms communicate confidence and sophistication. Paired with the icon, the typography helps reposition Jovicard as a contemporary, technology-driven brand.
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Using strategy and thoughtful design, we gave Jovicard a new identity that moved its previous association with proximity cards to a modern company that provides technology and electronic solutions. The rebrand perfectly aligns with the company's expansion and long-term vision. The final deliverables for Jovicard included a logo, stationery design, email signature, social media kit, and icons.
One thing we loved about Logo Design Valley was their smooth, collaborative design process. We were sceptical about the colour scheme and fonts. But they were kind enough to accommodate the revisions we requested. After several revisions and refinements, we now have a complete rebranded identity that works well across all platforms.
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