DHindley custom-made jewellery company

D.Hindley hand-made and custom-made jewellery company

Hand-made and custom-made jewellery company, D.Hindley, asked Koast Graphics to design their new business logo. When asked to describe their ideal logo we were given the following words; elegant, timeless, and distinguished. With delight, we graciously accepted their proposal.

Background

Established in Phnom Penh Cambodia, in 2014, D.Hindley makes hand-made and custom-made jewellery. Founders David Hindley (New Zealander) and Chin Soksovann (Cambodian) set out to sell natural stones, specialising in Cambodian gemstones. All stones were to be carefully hand selected from prospectors and miners throughout the country.

Design brief

Elegant, timeless and distinguished were the words used to describe the desired logo. D.Hindley instructed Koast Graphics to design a classic logo which reflected their exquisitely hand crafted jewellery pieces.

Additionally, an icon, styled like a monogram, would be required for their website badge and favicon. Also, the monogram would be used when the full logo was too big or not appropriate, such as when used as an avatar, or profile picture on social media.

Examples of exquisitely hand crafted jewellery pieces by D.Hindley

Examples of exquisitely hand crafted jewellery pieces by D.Hindley

Graphic logo research

Tiffany & Co., Bulgari, Graff, Swarovski, Cartier, and Van Cleefs & Arpels were just some of the many fine jewellery manufacturers we garnered inspiration from, when researching D.Hindley’s new logo.

From the outset it became clear that wordmarks with black lettering were the most common form of logo. Many were written in uppercase, whilst some were expressed in sentence case, such as when writing a person’s surname.

Monochromatic logos were more popular than coloured ones. The majority of jewellery makers logos were black lettering on a plain white background. Whilst this can be seen as less than luxurious, the stark contrast accentuated the logo’s typeface.

Rubies set in silver ring by D.Hindley custom-made jewellery company

Rubies set in silver ring by D.Hindley custom-made jewellery company

Concepts ideas

Moving onto the logo concept ideas phase, we immediately focussed on the typeface. Choosing the most appropriate typeface was key to delivering a timeless jewellery logo. It is fair to say we spent far too long searching for the perfect typeface. However, it was one of those ‘know it when you see it’ moments.

Experiments were made with uppercase and sentence case letters. In addition to this, we played around with the cap height, in relation to the x-height.

In regards to colour, we knew this was going to be black. 100% black, and nothing else.

Final artwork

Koast Graphics emailed David three designs to review. One logo stood out as a clear favourite. The selected wordmark used a serif typeface in uppercase. However, the first two letters had been increased in height to make them appear slightly taller than the other letters. Extra letter spacing was added to allow the letters to breathe and to avoid kerning issues. Kerning is where we adjust the spacing between each individual letter.

Besides the wordmark, we created a monogram using the letters ‘D’ and ’H’. The monogram sees the two letters placed on top of each other. Together, the D and H form a unique icon which is reminiscent of those once used on wax seal rings.

D.Hindley wordmark logo and unique icon designed by Kāpiti Coast based graphic designers, Koast Graphics

D.Hindley wordmark logo and unique icon designed by Kāpiti Coast based graphic designers, Koast Graphics

Summary

To conclude, David said his new business logo was exactly what he had envisaged. David planned to use his new business logo on all their marketing materials, including website, stationery, social media channels and shop signage.

Visit the D.Hindley jewelley website.

Contact Koast Graphics to design your new business logo.

hello@koast.graphics

NOTE: Images used in this article have been optimised, and reduced in quality, to assist faster loading. Actual artwork sent to our clients is of the highest quality.