The slight brand refresh of House of James...

For more than two decades, the unicorn has been a quiet companion to Justin James—a personal emblem carried through different chapters of life, creation, and discovery.

Fifteen years ago, the symbol evolved. Wings were added, transforming the unicorn into an alicorn: a creature of imagination, possibility, and transcendence. No longer bound to the earth, it became a symbol of movement, ambition, and the pursuit of what lies beyond the familiar.

Today, the alicorn finds its place within House Of James.It stands as a subtle connection to the heritage of its founder, while also marking a new chapter for the House itself. A reminder that creativity is never static; that artistry must continue to explore, challenge, and evolve. It represents the balance between tradition and reinvention—honouring where the journey began while embracing where it may lead.More than a logo or motif, the alicorn is a symbol of ascent. An invitation to look beyond the expected, to pursue the extraordinary, and to believe that the most compelling stories are those still being written.