Ametist
Services:
Brand identity design
The Business
Ametist is a company based in Târgu Mureș that specializes in the wholesale sale of jewelry. It is a business with an established clientele and a direct sales system, already having a logo that did not adequately represent the company. The first challenge was to determine the purpose of this change, since neither promotion nor sales were dependent on the brand image. After detailed discussions and an analysis of the brief, we concluded that the purpose of the new logo was to convey the brand's values, reflect the quality of the products sold, and improve the visual perception of the brand.
The logo
During the brand discovery process, three main traits emerged: the close relationship with customers and the idea of community, the wide range of products offered, and the high quality of the products sold. We created a symbol that incorporates these three characteristics, and we used the tagline in a semi-circle shape to suggest the form of a ring.
The colours
We chose a navy blue with a subtle hint of amethyst to convey professionalism and trust, a pale lilac shade to maintain a sense of femininity and warmth, and silver to highlight the premium quality of the products and to avoid confusion with gold jewelry, as they were only selling silver jewelry at that time.
