The Challenge
Dhanshree Gems is a gemstone showroom based in New Delhi, India.
They have been providing solutions through their excellent quality certificated natural gemstone
since 1992.
With a lot of growth in past three decades, they wanted to have a more consistent and elegant
brand’s visuals that appeals their target audience and have their
own visual identity stand in the market space.
OLD
CHALLENGES:
- Overpowering icon in the current logo
- Complex Raster Mark
- Icon doesn’t resonate with their brand values
- Inconsistent brand typeface & colours across branding
- Master Logo not versatile
NEW
SOLUTION:
- Logomark & Logotype sizes are balanced
- Simple mark making standalone icon more versatile
- Minimal, elegant and warm welcoming colours
- Curated a typography & colours guideline
- Horizontal & Vertical master logo lockup for versatile use
01
CONCEPT
Elegant
The old logo lacked elegant feel. So the redesign is made to focus on this aspect of the brand using the slim lines complemented by thick lines flowing out in a curvy manner to induce a very elegant feel.
Positivity
Dhanshree Gems is the place where people come to get solutions to their problems. Thus, it becomes necessary to incorporate the feeling of positivity to communicate trust and belief.
Modern
With the competitors moving ahead in the space with more modern visuals. So it was decided to give Dhanshree Gems a more fresh and unique look. The redesign was aimed to feel modern and minimal.
Vertical Logo Lockup
Horizontal Logo Lockup
02
Colour Scheme
Careful selection of colours involved a big part of the process. I perused the lines of an elegant look and being at the same time inducing positivity. Composed of Saffron Red & Gold shade the elegance part was fulfilled. And the warm tones of the palette induced positivity.
DSG Yellow
#DDA817
R191 G0 B7
C13 M34 Y95 K3
Pantone 2007C
DSG Red
#BF0007
R191 G0 B7
C16 M100 Y100 K7
Pantone 3517C
03
Typography
In order to reinforce the two pillars for the new brand I decided to introduce a sans serif font to the system, in order to communicate that duality (modern and elegance). I choose the font Jost that provided the brand with a geometric and modern look. The logotype was then modified to give it greater uniqueness.
Jost
Jost is an original font created by indestructible type. It is inspired by 1920s German sans-serifs. Jost is designed and maintained by Owen Earl, who is a type designer who thrives on high quality, versatile, modern typography that is accessible to everybody. He is running indestructible type, a foundry focusing on recreating historical bestseller fonts, distributing them for free with a full range of widths and styles.
Regular
Dhanshree Gems is a gemstone showroom based in New Delhi, India established in 1992.
Bold
Dhanshree Gems is a gemstone showroom based in New Delhi, India established in 1992.
We, at Dhanshree Gemstone, are very enthusiastic and passionate regarding gems plus jewellery. We believe the gemstone is a magnificent and glorious gift from God to humanity. Dhanshree Gems trades natural gemstone and designer jewellery that is 100% original, untreated, and of excellent quality.
04
Brand Assets
Brand Patterns & Icons are one of the most exciting and interesting branding elements. They play an important role in creating strong brand recognition, bringing depth to a brand identity, and creating a memorable brand experience through consistent use.
ICONOGRAPHY
PATTERN
05
Stationeries
Business stationeries are important since they reflect the identity of the business as well as being a powerful marketing tool. Curating the stationery in a way that reflects the brand's values and tone indicates professionalism and attracts new clients.
Business Cards
Designed for presentation, they are a very important element for the system, since they are ofter the first impression with potential clients.
Letterhead
Letterhead is the major touch point with the customer and bussiness associates. Hence, the brand and documentations are given a very clean look in order to embark a positive & professional outlook.
06
PAckaging
In addition to the graphic system, I created the packaging for the brand. As the package is seen regularly by all existing clients, it is the perfect way to keep in touch with them.
Paper Bag
Working on the keeping the visuals consistent across different elements, the bag is designed in order to reinforce the brand colours and typography, with the pattern on sides to keep it interesting and pique the interest of passers-by.
Case
The case is designed to portray the minimal, modern & elegant feel through it’s simple design.
07
Applications
As a part of the graphic system, several elements were designed to provide more consistency across marketing and branding.
The Result
We acomplished the creation of a new brand and graphic system that reflects
the brand’s values and addresses the needs the business originally had.
