JD Tactical

Penetrating a Competitive Landscape

OWDT has developed a new brand identity for JD TACTICAL that reflects its culture, long history, and wide range of products. The new identity needed to provide JDT with a brand that reflected its ambitions; to increase the impact and improve relevance aimed at a saturated market segment.

The new logo’s simple line art allows it to be used effortlessly over busy backgrounds as well as more challenging applications such as die-cutting and embossing. When used at scale, the logo has impact and clarity over complex backgrounds such as the store window and yet can look incredibly simple.

The confident color palette uses teal blue alongside black and white. We chose a vibrant color palette to distinguish JDT from its competitors. We used the primary color throughout and paid careful attention to ensure the final colors were politically neutral.