Gian Giorgio TrissinoĪn Italian Renaissance humanist, philosopher, poet, linguist, grammarian and poet, Gian Giorgio Trissino was the one to distinguish between I and J. Letter J has been used in unique ways since its introduction in 1640. In mathematics, the letter is used to represent one of the three units of quaternions and in Physics J is used as the symbol for current.įun fact: Letters I and J were interchangeably used up until the 15 th century.Īpart from the above, J is used to symbolize joule-a derived unit of energy in the international system of units. It is also used in formulating algorithms and solving extremely difficult problems. Iverson and Roger Hui, the J programming language is used in statistical and mathematical programming. Again, combining the letter with black or grey could evoke reliability and professionalism.įrom representing infinite possibilities to joy to reliability, the letter J is truly a jack of all trades. When used with yellow or orange color palettes, J could signify happiness and energy. In branding, the letter J can express different emotions when used with various colors.

Symbolic of joy and good times, the letter was virtually nonexistent up till the 15 th century. By doing that, we’ve been able to create a consumer base that looks very much like America.From Jack Daniel’s to Jeep to Jurassic Park, all have used the letter “J” as a part of their visual identities to evoke various emotions. We decided we were going to market to everyone, and we were not going to market by gender or race - which meant that everybody was seeing the exact same marketing campaign. Our demographic is of every race, and our demo is 50-50 women and men in terms of who drinks Uncle Nearest. Black people are not going to be naturally drawn to that. The challenge as I see it with whiskey is, until Uncle Nearest, the heritage story was about a white man. Whiskey is very different in that people who consume it are almost as invested in the backstory of the whiskey as they are in the whiskey itself. You just have to have a really good product. It isn’t just about the spirit itself ― if you vodka or tequila or rum, you don’t have to have a story. The whiskey industry overall is very unique in that it’s a heritage- and story-driven spirit.

Jack black brand wiki