When I think of the visual identity of a brand, I see much more than a simple drawing. To me, it is the soul, values and promise that a company makes to its audience. Upon receiving the DÊ + JOIAS briefing (MORE JEWELRY, in a free translation), I realized how every detail was thought to communicate sophistication and a huge affection for the value that each jewel carries.
Dê+ Joias e Semijoias
In this study, I will show how I built the symbol, and how each choice, whether the color palette or the typography, contributed to position the brand strategically in the jewelry market.
THE DELICACY IN SMALL PIECES
The symbol is the great differential: it is born from the fusion of the letters D, J, + and S, which intertwine to form a pendant. This symbolic construction reinforces the personality of the brand, representing both the name and the universe of jewelry in a simple but memorable way.
COLOR PALETTE
The choice of colors was not by chance. The palette combines the earthy gold and the dark brown. Gold translates preciousness and refinement, while brown adds sobriety and confidence. The lighter turquoise, as a backing color, creates the necessary contrast to leverage your compositions, as we can see on the packaging. Together, the colors create a balanced contrast, which positions the brand between elegance and accessibility.
TYPOGRAPHY
DÊ+ is written in a non-serif font, with strong strokes and rounded corners. In addition, the brand uses a typographical contrast that shows the duality that exists in its purpose: the act of gifting and the value of the jewel itself.
In contrast to the DÊ+, the words JOIAS E SEMIJOIAS appear in a non-serif font with thinner strokes, to highlight the delicacy and preciousness of the pieces.
The visual identity of DÊ+ JOIAS, each element has a key role in building a strong and engaging brand history. Typography, in turn, shows well the duality of the brand’s purpose. And finally, the design elements, such as the symbol, synthesize the value-added message.
Together, these visual components solidify their position as a brand that understands and celebrates the deep connection between the act of giving and the timeless beauty of jewelry.
CLIENT/YEAR:
Márcia Gondim, 2024
PROJECT:
Visual identity creation
LOCATION:
Rio de Janeiro | Brazil