Jewellery branding
Project Brief
To create logos for two sister jewellery brands by the same client. The two brands cater to different styles of jewellery, the logos should therefore reflect these differences. Gemstone's jewellery is more boho, with organic shapes that are gold plated. Whereas Sterling's jewellery is classic and traditional with silver plated designs that are simple, geometric and clean cut.
project solution
The typeface used for Gemstone has slightly uneven edges to reflect the organic shape of their jewellery. The 'o' in 'stone' has been made slightly bigger on request from the client to resemble an actual gemstone. Sterling's typeface is more of a simple serif font, with high contrast between thick and thin strokes to make the brand feel more elegant but still be legible at a smaller size. A typeface with a heavier weight and uniform strokes would have felt too harsh for the brand. Both logos have 'handmade jewellery' written underneath as this is a main selling point for both brands. The client wanted this aspect to be highlighted, therefore I used a bold sans serif font with wider kerning so it is easy to read and still stands out next to the logo even at a smaller size.