2026 Rebranding

Since the early days of the company we have practiced business represented by our original logo, made in AutoCAD by one of our Principal Surveyors. As time and the business have progressed, we felt that a fresh change was due in 2026. The original served us well for decades, but as our services, technologies, and the industry itself have modernised, it was decided for our visual identity to grow and reflect the progress the business is making.

Keeping the JCW Blue

One of the first decisions we made was to retain our longstanding brand colour. It’s recognisable, trusted, and deeply associated with our work. Rather than replacing it, we expanded the palette to include a complementary grey, giving us more flexibility across digital and print applications while keeping the brand unmistakably ours. This subtle shift allows for cleaner layouts, clearer hierarchy, and a more contemporary feel, all while preserving continuity with our past.

Crosshairs to Contours

Our previous logo centred around a crosshair with stadia, a nod to traditional surveying instruments. While meaningful, it no longer captured the breadth of services we offer and has become more associated with other crosshair applications. The new design replaces the crosshair with a more mapping-related contour line graphic, instantly associated with land, measurement, and precision. It’s a symbol that speaks not only to our technical expertise but also to the landscapes we work within every day.

Rather than using a generic made-up array of contours, we chose to base the shape on the chalk hills that define the Kent Downs, where our office is located. These were formed via Late Cretaceous deposits and their soft nature with narrow valleys are instantly identifiable to this part of the country. We set out to the bank of hills behind the office with our DJI M350 and attached the Zenmuse L2 LiDAR payload to obtain quick and accurate mapping of the area to generate a Digital Terrain Model so we could fine tune the intervals. Incorporating these contours grounds the logo in our iconic local identity and reflects the long-standing connection to the landscapes we continue to work with since 1981.

Refresh the Website

Alongside the new logo, we took the opportunity to bring the website up to a fresh, complimentary aesthetic. We’ve restructured and simplified some of the navigation and layouts, whilst expanding the content to reflect our current offerings. Over time we’ll continue to grow and include more updates on our work and case studies of exciting projects, along with a greater hub of knowledge articles to cover many of our frequently asked questions and provide a reference point for enquiries.