The unification of the two companies requires renewing their identity as one. Both company’s values were merged to define their brand persona as well as infusing desirable traits into the new brand identity.

JBA’s paddle bid is shaped in a circle, this will become the major element in crafting the concept. The ‘J’ letter-shaped as human driving a vehicle, taken from the previous logo will stay as it portrays automobile and refreshment of the old JBA to both existing participants and new ones. Another notion is that this logo also illustrates connection, people, and community.