The trademark Jet-Stone has been on the market for over 20 years and it is one of the areas in the group of JET companies. Jet-Stone is specialized in the production of products from natural stone of any complexity, from countertops to cladding the whole facade of the building. The company is one of the founder of the design solutions and fashion trends on the Russian market that should be supported by visual manner. It was therefore necessary to carry out a restyling of the logo, to develop supportive style, as well as to consider incongruous styles for other areas of the company.
For JET umbrella brand with a new visual identity was developed based on a unified graphic approach to each of the logos. Brand name for each destination reflects the subject area and unique in the same way as activities in this direction. At the same time, through the use of the same font typeface and linear approach to the image, all the logos look like related.
The basis of the design concept formed the architectural and design drawings, sketches for future projects. The visual component of the logo are black and thin dotted lines, giving both a lightness and volume. The main color of the lines is black, symbolizes the origins of the name of the company ("Jet Stone" – a stone of black tourmaline). Each brand has a distinctive color palette, except of Jet-Group which color palette is formed by colors of sub-brands.
The guidelines were made for the brand-ambassador Jet-Stone, but it can be applied to any of the areas following the same logic.
The catalog should fully comply with the new minimalistic visual style and be expressive background for brand products, like samples of natural marble and stone, and a portfolio of implemented projects.
