Client
Johnsen Diamond
Role
Art Director, Graphic Designer
Objective
Create a brand from the ground up for a new luxury retailer in a hyper competitive market.
Process
Referencing existing well-known similar retailers such as Cartier, Van Cleef & Arpels, Tiffany & Co., etc. for inspiration, I went with a simple, clean, and classic aesthetic that helped convey luxury and exclusivity for the logo. I went with a strong serif to convey trust, boldness, and status. Providing both monogram and logotype elements within it allowed for it to be used in multiple use cases as deemed appropriate.
For the color palette, keeping with the clean and simple, I stayed with the classic black and white monochromatic look so as to not detract from the various types of product that they were going to sell.
