The Introduction of a new shorthand for Jameson
The simplification of all Jameson design elements was one of the main goals of the new Jameson Design Platform, including the creation of a signifier or shorthand for the Jameson wordmark. Potential designs were researched by a semiotic insight agency who also explored the potential cultural significance of each, allowing the strongest contender to be chosen. This signifier is now being used widely across Jameson touchpoints and assets, which has become synonymous with the brand.
