JUST’s New Identity Balances Simplicity with Wonder

Located in the heart of The Hague, the international city of peace and justice, JUST is more than just a design agency. With a deep commitment to partnering with brands that strive to make a societal impact, JUST offers a comprehensive range of design services — from strategic branding to digital solutions, all crafted in their own studio. This approach enables them to create bespoke identities, websites, apps and print that truly reflect their clients’ visions.

Recently, JUST unveiled a new visual identity that is based on their dual design principles: Simplicity and Wonder. These foundational principles guide their creative process, captured in their mantra:
“Start with logic. End with magic.”

From Essence to Experience: Simplicity and Wonder

Simplicity is at the core of every project at JUST. The agency always starts by distilling the client’s brief to its most fundamental elements, often boiling the project’s intent down to a single, clear sentence. This process ensures that every creative effort is purpose-driven, anchored in clarity before the brainstorming begins. Once the essence of a project has been clearly defined, it becomes the catalyst for sparking creative ideas that add an element of Wonder.

Wonder, as seen by JUST, is the feeling experienced when interacting with a product they've designed. It is a sense of amazement or surprise, often evoked through innovative graphic design, compelling copywriting, engaging animations, and other creative elements that enhance the user’s experience. This blend of simplicity and wonder is key to creating memorable and effective designs.

Symbolism in the JUST Logo

The logo of JUST features a distinctive letterform 'J,' cleverly divided into two components: the stem and the hook. The stem is presented as a solid white block, symbolizing Simplicity with its clean and minimalistic design. The hook contrasts this with a colourful and almost fluid round end, representing Wonder. This contrasting design in the 'J' visually represents the agency's dual principles of maintaining clarity while embracing creativity.

In the broader wordmark, the 'J' and 'S' are designed with unique and expressive features, representing Wonder. In contrast, the 'U' and 'T' are styled in a straightforward and unembellished manner, clearly embodying the principle of Simplicity.

A Visual Identity that Reflects a Vibrant Culture

Moving away from the typical black-and-white minimalism of many studio identities, JUST has embraced colour to mirror its vibrant company culture. Their new identity merges the simplicity of a clean, sans serif font on a stark black background with the vibrancy of colourful and distinctive fonts, showcasing the principle of Wonder. 

Beyond Logos and Typefaces

The new identity goes beyond traditional branding elements like logos and typefaces. It extends into the physical space where the JUST team operates. The agency’s studio mirrors the new branding with a foundational palette of black and white, enriched with strategic splashes of colour, embodying the principle of Wonder. This balance is a deliberate embodiment of their ethos: to start with logic and end with magic.