JD POWER
Reimagining the Brand that Delivers Confidence.
Changing public perspective doesn’t happen without bold transformation. Widely known as "the awards company" JD Power’s recognition was severely limited to a small portion of what they actually do and the influence they create for an entire industry. From software to insights to decision making impact, JD Power is the leader – and it deserves a brand identity that reflects the strength, precision, and credibility of its insights.
The goal of the engagement was not reinvention, but refinement and elevation. Decision Counsel collaborated with JD Power teams around the world, evolving the brand, honoring its rich legacy and sharpening how it presents across every branding surface—from broadcast and video, to print, digital, and experiential executions.
Identity Refresh
At the center of the refresh was the JD Power identity. Clean. Confident. Built for the digital-first world, while staying true to the trust the brand has earned over decades. Its simplicity was intentional: a clear, uncompromising form that reflects objectivity, expertise, and trust. The logo stands firm—much like the data and research behind it—signaling that JD Power’s findings don’t just inform decisions, they set the standard.
Typography
Typography played an equally critical role. Strong, modern typefaces were selected to convey precision and clarity, reinforcing JD Power’s leadership in collecting, analyzing, and interpreting complex information. The typography system was designed to perform seamlessly across mediums, maintaining consistency and confidence whether on screen, in print, or in motion.
Color Palette
The refreshed color palette and photography style further elevated the brand. Colors were chosen to balance authority with accessibility, while photography emphasized authenticity, scale, and real-world impact—grounding the brand in the environments and industries it influences. Together, these elements created a cohesive visual language that feels both timeless and contemporary.
Giving the Most Powerful Voice in Automotive a New Way to Speak.
Decision Counsel partnered with JD Power to refresh its brand with a new, unified voice and tone that could meet the needs of its diverse audiences—B2B enterprise buyers, institutional partners, and consumers—while reinforcing its role as a trusted authority.
We developed a comprehensive voice and tone guide to help JD Power’s teams communicate more effectively and bring the brand voice to life across all channels. The goal wasn’t simply better communication, but stronger connection: messaging that engages, supports, and resonates through clarity, empathy, and relevance. At the foundation of the work was a clear brand position—human, outcome-oriented, and intelligently authoritative.
Consistency was a central challenge and a critical opportunity. A fragmented tone was one of the biggest threats to JD Power’s evolving identity, so we focused on aligning voice across brand, marketing, and content teams to ensure the organization spoke as one trusted source — all designed to explain complex ideas in plain language without losing authority. By maintaining clarity, humanity, and alignment across all channels, JD Power’s refreshed voice reinforces trust, strengthens its brand, and delivers meaningful impact.
