Dutch studio JUST's new identity balances simplicity with wonder

Located in The Hague, Netherlands, JUST is a design agency deeply committed to making a societal impact. Founded in 2007, it offers a comprehensive range of design services, from strategic branding to digital solutions, all crafted in its own studio.

Clients include disaster relief organisation Giro555, youth health community JOGG, research foundation Stichting Toekomstbeeld der Techniek, pregnancy and baby app 24baby and the Museum of Literature. Most recently, we reported on their work for Theatre De Muze.

"We believe that making good work is not incidental," they say. "That's why we have a strong focus on process and planning, and we aim to do all of our development in-house." This approach, they argue, enables them to create bespoke identities, websites, apps and print that truly reflect their clients' visions.

Now, JUST has unveiled a new visual identity based on its dual design principles of Simplicity and Wonder. These foundational principles guide JUST's creative process and are captured in its mantra:
"Start with logic. End with magic".

Brand concepts

'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 and 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, in turn, 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.

Logo

These concepts of Simplicity and Wonder are key to JUST's approach to creating memorable and effective designs, so it's fitting that they've been baked into the new visual identity.

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, which is said to symbolise simplicity with its clean and minimalistic design.

The hook contrasts this with a colourful and almost fluid round end, representing the concept of 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.

Colour and typography

Moving away from the monochrome 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.

The new identity also 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.