Understanding Jewellery


The Brief

For David Bennett and Daniela Mascetti jewels are so much more than precious ornaments. Their project started as a book, 'Understanding Jewellery' which is an encyclopaedia of jewels, and a trusted source of knowledge in the jewellery world. Their unrivalled expertise and sincere passion for what lies beyond a rare ornament have now seen David and Daniela’s knowledge translated into digital formats online, and their unbiased services branch into advising, collating, speaking, and demystifying an industry with such an enduring history. We spent time with David and Daniela to create a brand around Understanding Jewellery. Our process uncovered a purpose and proposition into 'why' they do what they do. Passing on their knowledge and the stories behind the jewels was at the heart of this project. We turned this passion into a simple message of 'The Eternal Fascination, the Enduring Magic', and also crafted a tone of voice that positions Understanding Jewellery as 'the' authority in jewellery.







Logo Design

Brand Proposition


Brand Identity

Inspired by the eternal fascination, the enduring magic, and what lies behind the jewel, the logo mark draws its reference from historical symbology. It is applied in a contemporary and minimalist form, with the typeform keeping an influence of heritage in its style. The icon mark is created with abstract interpretations of the U and J, enclosed in a circle to form a jewel-like shape. It has been simplified to create a modern icon mark, where the difference in weights of the lines represents luxury and quality. Together, the logo marks combine 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.

Let's get cracking


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