BRAND GUIDE
2026 / CORPORATE BRAND SYSTEM
JTV / BRAND GUIDE 2026
01
BRAND GUIDE
Directory 01
Tagline
08
Typeface
02
Brand Position
09
Voice & Tone
03
Brand Promise
10
Content Pillars
04
Brand Identity
11
Photography
05
Target Guest
12
Social Media
06
Logo
13
07
Color
JTV / BRAND GUIDE 2026
02
JEWELRY, MADE PERSONAL.
JTV / BRAND GUIDE 2026
03
04
TAGLINE
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
04
BRAND EXPRESSION
If you love jewelry, you’ll love us.
Our tagline is designed for maximum flexibility across every touchpoint - TV commercials, on-air graphics, the website homepage, social media posts, email headers, packaging, and print collateral. It works equally well as a standalone statement or paired with the logo.
Set in sentence case with a natural pause, the line feels conversational rather than shouted. It leads with the customer’s existing passion and turns “I love jewelry” into “this brand gets me,” positioning JTV as the natural next step for anyone who already identifies as a jewelry lover.
JTV / BRAND GUIDE 2026
05
06
BRAND POSITION
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
06
POSITIONING
If you love jewelry, you’ll love us. Just as our logo, heart icon, and tagline indicate, we are a network of friends sharing a love and passion for jewelry and gemstones. We believe every woman deserves to feel confident, complete, and beautiful - and that purpose sits behind everything we offer.
Our unmatched selection spans tens of thousands of products, famous-name, celebrity and private-label brands, loose gemstones, jewelry-making supplies, fashion accessories and unique gifts.
JTV / BRAND GUIDE 2026
07
OUR COMMITMENT
Brand Promise
Do you love jewelry and gemstones? How do they look? How do they make you feel? We do. Jewelry can complete a look - and an outlook.
We love the possibilities so much that we built a network around them: more than 80,000 SKUs of loose gemstones, rare and exotic finds sourced from around the world, everything needed for jewelry making, and the ability to create custom pieces that are entirely your own.
JTV / BRAND GUIDE 2026
08
HOW WE SHOW UP
Brand Identity
JTV is warm, inviting and never intimidating or ostentatious. Whether she shops on air, online, through email or across social media, the experience should feel casual, friendly and easy to enter.
Every aspect of the brand is focused on boosting her sparkle, raising her spirit and building a deeper relationship. The classic red heart signals our love of jewelry and gemstones, while the custom logotype conveys loyalty, authenticity and quality.
JTV / BRAND GUIDE 2026
09
10
TARGET GUEST
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
10
AUDIENCE
The modern jewelry customer
JTV’s target audience is the modern woman who sees jewelry as more than an accessory - it is a form of selfexpression and confidence. She values authenticity over pretension and appreciates discovering unique pieces at accessible prices rather than paying a premium for a name alone.
She is drawn to storytelling and connection, shops comfortably across TV, online, email and social, and becomes loyal when a brand treats her like a friend - not a transaction. She may also be a collector or maker at heart, drawn to loose gemstones, custom pieces and the creative possibilities of jewelry making.
JTV / BRAND GUIDE 2026
11
12
LOGO
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
12
The JTV Logo
JTV / BRAND GUIDE 2026
13
Logo Positioning
JTV / BRAND GUIDE 2026
14
Logo Colors
JTV / BRAND GUIDE 2026
15
16
COLOR
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
16
Core Palette A restrained system built around recognition, contrast and flexibility.
JEWELRY LOVE RED
JTV BLACK
JTV DARK GRAY
ACCENT COLORS
Sourced from seasonal creative guides to bring timely, campaign-specific energy while keeping the core brand system consistent.
JTV / BRAND GUIDE 2026
17
18
TYPEFACE
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
18
PRIMARY TYPEFACE
Gotham
Our primary typeface is Gotham: simple, friendly and down-to-earth. Use it consistently across channels, including web and social.
Book and Light are the primary print weights; Bold can be used for emphasis. Gotham should remain the dominant typeface in most written communication. Mix weights intentionally to create hierarchy, applying emphasis to a complete phrase or sentence rather than isolated words.
JTV / BRAND GUIDE 2026
19
20
VOICE & TONE
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
20
How JTV sounds CONVERSATIONAL
TRUSTWORTHY
Speak like a knowledgeable friend - warm, approachable and inviting.
Back every claim with honesty and transparency so guests can feel confident.
VALUE
HERITAGE
Communicate the real worth our products and services deliver without overselling or exaggerating.
Honor the craftsmanship, tradition and history behind the brand with authenticity.
JTV / BRAND GUIDE 2026
21
22
CONTENT PILLARS
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
22
Five pillars. One recognizable voice. 01
Discovery & Education
Expert guidance on gemstones, craftsmanship and origin stories.
02
Value & Access
Real savings and honest pricing without pretension.
03
Trust & Authenticity
Certifications, guarantees and transparent sourcing.
04
Heritage & Craftsmanship
Celebrate artistry, tradition and the human hands behind each piece.
05
Community & Connection
Real customers, hosts and shared moments that build belonging.
JTV / BRAND GUIDE 2026
23
24
PHOTOGRAPHY GUIDE
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
24
DIRECTION
Lifestyle Photography
Lighting across the brand is bright, soft and even, with a large diffused key and generous fill that keeps shadows open and skin luminous. Backgrounds stay nearly as bright as the subject, creating an airy, high-key world with no heavy contrast.
The jewelry should always read as the brightest, sharpest and most detailed element in frame. Capture multiple angles and crops so assets can flex across every business platform.
JTV / BRAND GUIDE 2026
25
CONSISTENCY
Lifestyle Photography
Keep the lighting language consistent across moods and poses: warm-neutral, luminous and product-first. Quiet, intimate moments and lively, candid moments should still feel like they belong to the same brand world.
Shoot multiple angles and crops - vertical, square and horizontal - to maximize flexibility across platforms.
JTV / BRAND GUIDE 2026
26
DIRECTION
Product Photography
Use bright, high-key lighting with a broad soft key and secondary highlight to trace metal surfaces and reveal form. Backgrounds remain clean and nearly seamless, while intentional graphic shadows can add depth and scale.
Exposure should favor crisp sparkle without blowing out highlights. Every choice - light, shadow and angle - should keep focus concentrated on the jewelry itself.
JTV / BRAND GUIDE 2026
27
28
SOCIAL MEDIA
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
28
SOCIAL
Social Brand Identity
JTV Social is a fresh, fashion-forward expression of the brand, built for how today’s customer discovers, engages with and shops jewelry. The identity is bold, energetic and creator-driven, combining strong visuals, authentic personalities and culturally relevant content.
Across TikTok, Instagram, Facebook and creator partnerships, JTV Social turns discovery into conversation, community and commerce.
JTV / BRAND GUIDE 2026
29
30
TARGET GUEST
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
30
SOCIAL AUDIENCE
A connected, modern customer
The social guest sees jewelry as self-expression and confidence. She values authenticity, accessible style and discovery. Storytelling, personality and community matter as much as the product itself.
She moves comfortably between social, web, email and broadcast, and responds to a brand that feels current, useful and human.
JTV / BRAND GUIDE 2026
31
32
SOCIAL PHOTOGRAPHY
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
32
SOCIAL PHOTOGRAPHY
Lifestyle & Product
Maintain one photographic language across social lifestyle and product imagery. Lighting should remain bright, soft and high-key, with open natural shadows and airy backgrounds.
Capture every asset across multiple angles and crops - vertical, square and horizontal - so it can flex seamlessly across social, web and paid platforms. Keep the product at the center regardless of format or placement.
JTV / BRAND GUIDE 2026
33
34
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
34
DIGITAL BRAND
E-mail Brand Identity
JTV Email is a clear, engaging expression of the brand, designed to inspire discovery, strengthen customer relationships and drive action. Compelling jewelry imagery, consistent storytelling and focused messaging create an experience that feels personal, relevant and easy to shop.
From new arrivals and trends to events and exclusive offers, every email should feel distinctly JTV - building recognition, loyalty and connection.
JTV / BRAND GUIDE 2026
35
36
E-MAIL GUEST
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
36
AUDIENCE
Today’s customer. The next generation.
The JTV e-mail guest is an engaged jewelry shopper who values style, discovery, inspiration and great value. While continuing to serve our loyal customer, e-mail is also an opportunity to connect with a younger, more modern demographic that shops with a fashion-first mindset.
Relevant trends, new arrivals, exclusive offers and compelling storytelling should inspire discovery, drive engagement and build a lasting connection.
JTV / BRAND GUIDE 2026
37
38
E-MAIL CREATIVE
JTV BRAND SYSTEM
JTV / BRAND GUIDE 2026
38
CREATIVE DIRECTION
Clean. Modern. Highly visual.
JTV e-mail design should use strong lifestyle and product photography as the primary storytelling element. A consistent branded framework, clear promotional hierarchy, bold typography and simple calls to action create an easy-to-navigate shopping experience.
Flexible layouts allow seasonal campaigns, offers and key product stories to feel fresh while maintaining a cohesive JTV identity across every e-mail.
JTV / BRAND GUIDE 2026
39
NEED MORE HELP? Contact our team. Sr. Brand Manager
Carlton Troutman
carlton.troutman@jtv.com
Creative Director
David Miller
david.miller@jtv.com
Creative Services
Jami James
jami.james@jtv.com
Project Manager
Meoshie Batiste
meoshie.batiste@jtv.com
JTV / BRAND GUIDE 2026
40