Brand platform

Our brand platform is the foundation of our brand. It guides everything we do and is a tool to inspire communications, experiences and even decision making.

Brand narrative

Our brand narrative is our foundation. It’s the bedrock of our behavior, our communication and the experiences we deliver. It’s an internal message meant to inspire everyone who works with Jacobs.


Challenging today is our response to the increasing complexity our world is experiencing.

It calls on us to join forces, putting our knowledge and imagination together to reinvent the way we solve problems and shape the next generation of innovative solutions.

Reinventing tomorrow is our promise and an invitation to challenge what’s accepted and raise the bar in everything we do:

From the brilliant solutions we create with our clients, to the open and inclusive culture we create for our people. From the positive difference we make in our communities, to the added value we deliver to our shareholders. Together, we’re pushing the limits of what’s possible. We stay ahead to create the new standards our future needs.

Jacobs. Challenging today. Reinventing tomorrow.


what we pledge

What we pledge

Simply speaking, challenging today and reinventing tomorrow is what we do all day, every day. It summarizes what we promise to everyone we interact with. It frames our value in terms of the benefit we deliver rather than an explanation of what we do.

Challenging today

Our response to the increasing complexity our world is experiencing

Reinventing tomorrow

Our promise and invitation to challenge what’s accepted and raise the bar in everything we do

Here are a few tips for using the tagline


Our purpose is the definitive statement about the difference Jacobs makes in the world.

It’s the clear, credible rallying cry answering the fundamental question, “Why do we do what we do?” It captures the ultimate outcome we strive for.


Brand personality

Our personality attributes inform how we express our brand verbally and visually. They help us balance our energy and drive while ensuring we’re always dependable and grounded.

Use our brand personality as a lens to guide our expression, such as:

Attributes that guide our expressions

We are grounded and confident.

We are transparent and pragmatic in our approach. We always deliver and take pride in everything we do, recognizing the big and small achievements that make us us.

We are open and curious.

Curiosity drives us. Never shy of asking questions, we embrace what’s different to enrich the outcome. We apply our imagination to create what has not been created.

We are brave and optimistic.

We apply our expertise and knowledge as we look into the future with great optimism and focus. We don’t settle until we give our best and know that we’re making a difference.


Our values are the fundamental tenets shared across our organization and the standards we hold ourselves to.

They provide guidance for how we interact with our clients, communities, shareholders and each other.

Set of principles that guides our behavior

We do things right.

We always act with integrity – taking responsibility for our work, caring for our people and staying focused on safety and sustainability. We make investments in our clients, people and communities, so we can grow together.

We challenge the accepted.

We know that to create a better future, we must ask the difficult questions. We always stay curious and are not afraid to try new things.

We aim higher.

We do not settle – always looking beyond to raise the bar and deliver with excellence. We are committed to our clients by bringing innovative solutions that lead to profitable growth and shared success.

We live inclusion.

We put people at the heart of our business. We have an unparalleled focus on inclusion with a diverse team of visionaries, thinkers and doers. We embrace all perspectives, collaborating to make a positive impact.