May 15, 2024
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5 min read
The team has been hard at work, trying to create a logo that captures the essence of JPEG XL with a distinctive, modern, professional look.
They asked us to keep the official JPEG XL color – a distinctive turquoise – while also introducing elements that make the logo stand out. After many iterations, we landed on a design that incorporates a gradient (which we normally wouldn’t do in a logo), a ribbon element that creates the format’s JXL extension.
One of the challenges we faced was ensuring the logo works well in various contexts (although it will likely remain largely in the digital realm). We’ve created versions for color, grayscale, and black & white scenarios. The black & white version presented an interesting challenge: how to maintain the distinction between the letters when we can't rely on color shading.
Jon provided valuable feedback throughout the process. He suggested tweaking the blue tones and adjusting the navy color for better contrast. It’s been a collaborative effort, and we’re excited about the result.
The new logo is more than just a visual element; it’s a representation of JPEG XL’s innovation and efficiency. We believe it will help create a strong brand identity for the JPEG XL community as the format continues to gain traction in the image compression world.