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New Logo for JDA by Lippincott



Noted Oct. 29, 2014 by Armin

Industry / Corporate Tags /


(Est. 1985) “At JDA, we’re fearless leaders. We’re the leading provider of end-to-end, integrated retail and supply chain planning and execution solutions for more than 4,000 customers worldwide. Our unique solutions empower our clients to achieve more by optimizing costs, increasing revenue and reducing time to value so they can always deliver on their customer promises. Using JDA, you can plan to deliver.”

Design by

Lippincott (New York, NY)

Related links

JDA press release
JDA blog post interview with JDA CMO Kevin Iaquinto
(A bit of brand-speak gone wrong worth noting on the above link: "The new corporate identity also includes the new infusion of talent into JDA, from our new CEO, Bal Dial, and a number of new executives, to the influx of retail and supply chain experts up and down our product and service organizations." I didn't realize corporate identities included CEOs. Do they come in italics too?)

Relevant quote
Encapsulating JDA's superior expertise, solutions and customer success through a new tagline, "Plan to deliver™," and a ground-up reimagining of JDA's visual look, attributes and logo, this new identity has launched an exciting new chapter for JDA. […] The company's new identity encapsulates the real business results JDA has delivered through its innovative solutions and 4,800 passionate associates.

JDA press release

Images (opinion after)
New Logo for JDA by Lippincott
Logo detail, with tagline.
“Plan to deliver™” brand video

The old logo, omg, what a piece of work. From the type choice to the shadow to the bevel to the configuration, just… no. The new acronym wordmark by contrast is much more considered and has a nice thing going with the diamond shape that also informs the cut of the terminal of the "j" and the tail of the "a". Although I normally am against notching letterforms for sport, I think the "d" would have benefitted from a cut too, as it already stands out from the other letters. Nonetheless, a decent bit of corporate logo work here.

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