After 21 years in the vintage jewelry business my long-term client embarked upon a professional metamorphosis. These changes included renovations of her store interior as well as a complete re-branding involving a new name, logo, and maker’s mark. Her intention was to become “more modern and approachable”— and by modern she meant transitioning from the formality of the Georgian and Victorian eras to embrace the Art Nouveau and Arts and Crafts movements of the early 20th century. These vintage styles and American adaptations of them also influenced the name she chose for the company. The owner wanted the new brand to 1) communicate to existing clients that the store and the collections curated there would remain unique and of the highest artistic quality; and 2) express her strong focus on sustainability and ethically sourced materials; and 3) present the brand as having evolved.
The symbol of the butterfly metaphorically expressed the changes to the brand and reinforced a style element popular in the early 20th century. This particular arts-and-crafts influenced butterfly is gem-set with antique style ‘mine cut’ diamonds and pearls, which illustrates the vintage nature of her business and speaks to the sustainability of repurposing/restoring heirloom jewels. The addition of peacock blue to the original gold and silver of the logo adds period-style depth of color. The wordmark is modified from a typeface that blends Art Nouveau and Arts & Crafts— architectural, yet soft and hand-tooled in appearance. The monogram, initially designed for the maker’s mark, also reinforces the abbreviation of the name, watermarks the iconic photography of the brand, and serves as pattern detail in the packaging. In addition, the borders and flourishes designed for the logo family punctuate the hand-crafted style of both historic design movements, all gem-set and imbued with love.
The results have been beyond expectation. We worked very well together in creating a new logo that expresses the complicated intentions I had for my new brand. My clientele have had very positive feedback. They tell me it's lighter and prettier and incredibly beautiful. I’m very pleased with the end result, It’s everything I had hoped for. — Paula B.– Owner