QBF were hired to develop a new identity and brand development for John Player. The brief was to separate the new mark from the well known John Player blue consumer brand, develop an identity with its own unique tone and imagery and create a user friendly brand that will portray partnership. The company/client relationship is very important to John Player and the new identity was developed with partnership to the fore.
An attractive text based design solution was chosen for its clarity and legibility married with strong corporate blues. The yellow “Swish” lends character and interest and adds to the brand development.
The corporate guidelines detail the practical application of the identity across the range of company components. As well as ensuring the identity is reproduced properly the corporate guidelines clearly define how stationary, support literature, signage, web site, power point presentations and corporate branding are treated in the new house style.
A key element of rolling out the new identity was developing new marketing material that underlined the company/client relationship. Partnership being key to the new brand development – we assembled a gallery of images on the theme of partnership to underscore the importance to John Player of their relationship with their clients.