To design an identity for a luxury watch brand, marketing designer products in US stores. The guidelines stated that the brand mark had to be sophisticated, yet eye catching. “The brand mark must convey luxury”. The logo had to work as a stand alone mark, as well as alongside the brand name.
It was interesting to study the many various watch brands on the market, many of which are held-up by their reputation, often from the workmanship of the pieces or brand heritage. As a newcomer to the market it was important to create a timeless mark (no pun intended) that wouldn’t date too quickly over the years.
I started rendering ideas by hand & eventually came up with a symmetrical fleur-de-lis. This was a decorative symbol, with royal connotations. After much experimentation on paper, I decided to split the fleur-de-lis into shapes. This would appear more prominent when laser cut onto the products. I added the diamond shapes for a hint of luxury.
I took the concept into Illustrator & drew the initial shapes with the pen tool, tweaking the bezier curves to get smooth rounded corners. I then reflected one side to get a perfectly symmetrical design. In designing the logo type, I looked at many fonts with my client. One font that stood out was ITC Symbol LT Book, by Italian type designer Aldo Novarese. This was elegant, yet legible. We liked the way the font was not too weighted & would reproduce well when printed.
Once the logo had been finalised, we sent the design over to the manufacturers, who printed, laser cut & hot pressed the logo onto the products.
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