For David Bennett and Daniela Mascetti jewels are so much more than precious ornaments. From its original beginnings as a publication by David and Daniela, 'Understanding Jewellery' is an encyclopaedia of jewels, and now the trusted authority in the jewellery world. Their unrivalled expertise and sincere passion for what lies beyond a rare ornament has now seen David and Daniela’s knowledge translated into online digital formats, and their unbiased services branch into advising, collating, speaking, and demystifying an industry with an enduring history. KOTA spent time with David and Daniela to create a 'brand' around the Understanding Jewellery name. Our process first of all uncovered a purpose and proposition into 'why' they do what they do. What was at the heart of this was a passing on of their knowledge and the stories behind the jewels. We turned this passion into a simple message of 'The Eternal Fascination, the Enduring Magic', and also a tone of voice that Understanding Jewellery is 'the' authority in jewellery.
Inspired by the eternal fascination, the enduring magic, and what lies behind the jewel, the logo mark draws it’s reference from historical symbology. It is applied in a contemporary and minimalist form, with the typeform keeping an influence of heritage in it’s style. The icon mark is created with abstract interpretations of the U and J, enclosed in a circle to form a jewel like shape. The icon has been simplified to create a modern icon mark, where the difference in weights of the lines has created an almost luxury quality. The Logo marks combined are a combination of the contemporary and minimal icon inspired by historical symbology, plus the modern san-serif typeform 'Addington' inspired by heritage and authenticity. The juxtaposition of the icon with the capitalised type creates a contemporary authoritative brand. Colour wise we created a Rose Gold and Pearlescent palette, plus a velvety off black to compliment and portray luxury.