Our clients need to see the logo and immediately recognize the name and know that it's related to jewelry, either through an icon (such as a diamond) and/or through the words 'Private Jeweler'.
We also need to create a trusted, communicable and exciting brand that fits within the traditional design of jewelry logos (see above) but takes a subtle step forward through font choice, color and/or icon imagery. Our logo has to be more interesting and modern than traditional jewelry stores. We believe our service oriented website and one-on-one appointment approach will be refreshing for people tired of flashy, high pressure sales people, boring run-of-the-mill merchandise and crappy on-going service.
We must make the current retail and online players look like tired boring brands. Creatively weave in the key practical elements of what we do - diamond sales, appraisals, repairs, on-going service - as well as blending both our creative custom design work and emphasis on professional, 1-on-1 service and you're close to hitting the mark.
A dash of bright color is great, as are some of the common design cues seen recently in the online space - thin, simple text; bold, simple, iconic designs; 'glass' layers (Photoshop elliptical marquee tool); subtle reflections, shadows and gradients. We are looking for something classy but cool that displays well online and offline.
You must deliver in the artwork is a Illustrator/Photoshop format that can be resized without loss.