Law & Policy
A new brand for a modern parish.
We partnered with Jefferson Parish to rebrand as JP, creating a set of modern marks and emblems that uniquely represent it and its 41 departments, and carry the parish into the future. JP is a very unique parish: it spans two large bodies of water from Lake Pontchartrain to the Gulf of Mexico, and is divided by the Mississippi River; but it’s more than geographically interesting. Jefferson Parish is a hub of innovation and forward progress, and it was our intention to bring its visual look and feel up to the modern standard it already holds itself to.
The elongated JP mark is an abstract representation of the vertical shape of Jefferson Parish. The overlapping letters represent the East and West banks. The intersection of the two letters is the Mississippi River that connects the two banks together to unite both communities into one parish.
This new mark and system was adopted at Jefferson Parish City Council on March 17, 2021. We hope that as the brand becomes anchored in its communities, that its residents and businesses begin to feel invigorated by it — and that it conveys to neighboring areas and beyond that JP is a forward-thinking and ideal place to live, work and play — both today and into the future.
A crucial part of the rebrand effort was to systematize and define rules to create logos for the 40+ individual departments within the parish.
These secondary marks were created for promotional items and other non-departmental uses.
The emblem incorporates the Brown Pelican (Louisiana’s state bird) and the Huey P. Long Bridge, in an enclosure resembling a sunset over the water. The pelican represents strength, nobility, and beauty, while the bridge is a physical and iconic representation of the connection between the East and West banks of Jefferson Parish. The pelican is perched on the edge of the enclosure which is representative of the steadfast and resilient nature of the people of Jefferson Parish. It is looking to the right indicating forward progress and the future.
To coincide with the logos, we also developed a comprehensive brand guide for JP with usage guidelines for all the logos and colors, including mockups for promo items.