In order to lighten text-heavy collateral and simultaneously strengthen JAX's brand, I created a library of icons to use in print and digital collateral. This was also a small step in the direction of expanding the brand guidelines at JAX and developing it into a design system.
JAX has been established for 90 years, but does not have an icon set as a part of their brand system. The need for one was clear, based on the variety of icons used across collateral. In order to create an icon set that would fit with the brand, I started with the company logo and found components that stood out.
I then used those elements to create an icon set that would feel like JAX and naturally fit into the current brand system.