saul studio

Established in 2016, J. Adams & Co. is a high-end British lighting design studio and manufacturer based in Birmingham (UK). Working with the company's Design Director, Will Earl, the studio were commissioned to establish a new visual identity for the brand – aligning with its ambition and values – along with their annual product catalogue.

Their aesthetic is born from the craftsmanship and industrial heritage of their metalwork factory. Reflecting their British values and use of the highest-quality materials, we have paired premium, UK-based papers with a supporting humanist sans-serif typeface reminiscent of ‘modern’ British typography.

The custom wordmark for the brand is set in a thin, sans-serif font that reflects the handcrafted elegance of their lighting. With tall ascenders and contrasting strokes, there is a classically ‘serif’ feel surrounding the mark, portraying the company's use of traditional techniques alongside contemporary designs.

A crest-shaped monogram, inspired by British heraldry, supports the bespoke wordmark. Intended for small-scale use, its form follows the same typographic principles as the letterforms, applying thick and thin strokes and a tall, vertical silhouette.

Product photography by Department Two