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Jonathan Sands OBE

Jonathan Sands OBE is the former Chairman and former owner of Elmwood, the international brand design consultancy with studios in London, New York and Singapore a business he sold in November 2021 after 40 years with the business. Today he is Chairman of the Leeds based brand design consultancy Born Ugly, which was the founding studio of Elmwood before demerging as a stand-alone concern in 2020. Outside the fields of brand design Jonathan is also Chairman of online veterinary business Vet AI which provides 24/7 access to veterinarians via video consultations using their free APP Joii. The APP also uses artificial intelligence to detect pet illness.

Jonathan is a former chair of the Design Business Association, a past member of the RSA Council, and a past council member of the Design Council where he served for 10 years and chaired the Design Skills Advisory Panel. The University of Huddersfield awarded Jonathan an honorary doctorate in 2002 where he is also a Visiting Professor of Innovation. In 2011 Jonathan was included in the Queen’s New Year’s Honours List for his outstanding services to the creative industries.

He was appointed as a Non-executive Director of Royal Armouries Trading & Enterprises Limited in September 2017 and Chairman since November 2018.

Jonathan has been a Trustee of the Royal Armouries since September 2018.

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