Brand Identity System
Premium craft.
Human warmth.
A flexible identity built on bold geometry and quiet confidence, designed to work across every medium and every client.
Brand Essence
Creative momentum. Jig is the force that gets projects moving and keeps them sharp. The name itself suggests energy, precision, and a hands-on approach to making things work.
Brand Promise
We bring the same level of craft to a tourism hero film as we do to an AI automation workflow. Every project gets the full weight of our attention, tools, and taste.
Differentiator
Production and technology under one roof. Most agencies do one or the other. Jig does both, and that crossover creates work that is both beautiful and smart.
Audience
Organizations across Saskatchewan and beyond who need creative work that performs: tourism boards, Indigenous organizations, resource companies, cooperatives, and consumer brands.
Clear space
Maintain a minimum clear space equal to the height of the "i" dot around all sides of the logo.
Minimum size
The logo should never be reproduced smaller than 24px tall on screen or 10mm in print to ensure legibility.
Don't distort
Never stretch, compress, rotate, or add effects to the logo. Always use the original SVG or vector files.
Don't recolor arbitrarily
The logo should only appear in black, white, or reversed on a color from the approved palette.
Color backgrounds
When placed on a color background, use the white version. Ensure sufficient contrast (4.5:1 minimum).
Don't add taglines
Never add custom text near the logo. Use the official "logo + tagline" lockup file when a tagline is needed.
Earth
Tourism & destination
Bold
Corporate & campaigns
Pastel
Consumer & social
Confident
We state what we do clearly. No hedging, no over-qualifying. We've done the work and the results speak. But confidence is quiet. We don't need to shout.
Warm
We use real language. Contractions are fine. First person is fine. We treat every client like a partner, not an account number. The tone should feel like sitting across the table from someone you trust.
Direct
Short sentences. Active voice. No jargon unless the audience expects it. If something can be said in five words instead of fifteen, use five.
Grounded
We reference real projects, real places, real outcomes. Saskatchewan is our home and that shows up in how we communicate: practical, honest, no pretense.
Sounds like Jig
Doesn't sound like Jig
Natural light first
Favour golden hour, overcast diffusion, and window light. Avoid flat, clinical lighting. Even studio work should feel lived-in.
Cinematic framing
Use wider aspect ratios where possible. Let subjects breathe in the frame. Embrace negative space. Shoot with depth and layers.
Real over perfect
Authentic moments beat posed shots. Show real people doing real work. Imperfection is warmth. Overly polished feels disconnected.
Logo
Custom geometric wordmark. Black on light, white on dark. Never distort, recolor, or add effects. Use the SVG source files.
Typography
Silka by Atipo Foundry. One typeface family, 16 weights. Black for headlines, Regular for body, Light for taglines and metadata.
Color
Black and white core. Three accent palettes (Earth, Bold, Pastel) chosen per project. The core always anchors, accents always flex.
Voice
Confident, warm, direct, grounded. We speak like a trusted collaborator, not a sales team. Real language about real work.
Feedback on the brand system?
This is a living document. If something feels off, is missing, or needs updating, let us know.
Send feedback to Frank