Austin McKinney / UX Designer



Brand identity framework for a regional recycling hub.

Jasper Recycling is a family-owned recycling business specializing in scrap metal and auto recycling. Based in London, KY, Jasper Recycling serves both commercial clients and consumers, recycling autos and scrap metal throughout the region, including Indiana, Ohio and Tennessee.

In early 2019, I was hired to develop a new brand identity for the company.


Jasper Recycling


London, Kentucky

Project Scope

Brand Identity

Building a flexible, modern brand identity system.

Modern brand identity systems require design assets to be flexible and responsive to a variety of environments– a logo should look as good on a smartphone as it does on a billboard. To that end, I’ve designed this mark to be simple, adaptive, and stylish. 

In this mark, four rotating “J” shapes collide to form a kind of celtic knot. The rotated angle of the J shapes suggests a continuous cyclical motion (i.e. recycling), while the bold, clean lines convey a sense of robust competence. The simplicity of this design allows it to scale well at virtually any size and still retain legibility. Moreover, this logo functions well with or without the accompanying logotype. 

The color system was carefully chosen to appear vivid and bright against both dark and light backgrounds. 

The wordmark is set in the contemporary sans serif ‘Benton Sans.’ The font’s bold weight complements the heavy lines of the logo, while the clean lines of the type communicate a cutting-edge precision.

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