The client who works in the classical music arena wished
for an identity that avoided all musical visual references and was a simple typographic treatment that evoked solidity, trust and balance. Working
with many artists and partners
he wished to promote the 'harmony' aspect in his working relationships rather than the subject matter. By simplifying the character forms so the J could flip to be an L, a symmetry was created in the end logotype.
The identity also had the flexibility to allow for sub-brands to be employed under the main 'JCL' as his companies evolved, ie. JLC Records, JCL Management etc.