New identity for JLA Loading Technology


JLA loading technology is a 100% daughter company of J. de Jonge Group B.V. which is a completely private owned family company.

JLA’s history began more than 35 years ago when JLA designed the first Hose Tower with hose loading arms for Vopak Vlaardingen, at the time called Matex. Over the years JLA established a wide range of loading equipment products to satisfy the global demand for loading equipment.

JLA was founded from a maintenance and operational perspective following on the request of our customers to improve existing loading equipment. In more than 35 years of experience in maintenance and servicing all brands and types of loading arms we created a new standard together with our customers. We differentiate ourselves by not only delivering high end products but a customer solution. This results in minimal costs and investments. The JLA Marine Loading Arms are designed with minimal CAPEX and OPEX. All supported by the largest 24/7 service crew in the world.


JLA loading technology asked us to revamp their entire company.

After designing the new logo and identity system in 2016, JLA loading technology BV asked us to design an updated website, presentations and brochure, as well as all other communication tools.

JLA’s new website features all JLA’s products and is identical to their brochure and presentation. This adds to JLA’s new identity system and creates an image of reliability and security for their clients.

The website is currently available in two languages (English and French). In the future, 6 other languages will be added to the website.


Brand Strategy
Identity Design
Identity System
Web Development

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