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LET ME TELL YOU ABOUT US:
Diamond.com (www.diamond.com) is a leading e-commerce website that sells diamond jewelry and engagement rings. It is currently undergoing a site and logo redesign project to reposition the brand in the fine jewelry segment, targeting women 30-45 years of age who are confident, have purchasing power, and buy jewelry for themselves.
HERE IS WHAT WE NEED:
This brief is for the logo redesign only. We are looking for a beautiful logo and icon that conveys quality and trust and give shoppers the confidence to purchase diamond jewelry that can cost $1,000 or more. While every purchase comes with a 30-day money back guarantee, we believe that design elements, including the logo, reinforce this trust.
Diamond.com is contemporary, not trendy. It is inviting and elegant, not intimidating and pretentious.
All designs should be Vector-based so that they can scale easily. The logo and icon will be used on the website as well as on the packaging. The logo design should work in both the negative and positive (on white background and on a black background).
The website will have a warm color palette in champagne and blush tones.
OUR TARGET AUDIENCE IS:
There are two targets for Diamond.com. The primary target is women, 30-45 years of age. They have a high household income and shop online regularly. They purchase jewelry to reward themselves for a personal or professional success, build out their collection of timeless pieces, or simply "just because".... For them, diamond jewelry is the ultimate beauty accessory. They enjoy the special attention they experience in a boutique and can spend an afternoon trying on different pieces. They seek the same special feeling online but will browse/shop for the value and unique selection.
The secondary target is men looking to buy an engagement ring or gift. They may have discovered the site on their own or they may have been directed to the site by their fiance or girlfriend. They prefer to do research before making a purchase and will spend significant time online. We want them to feel comfortable on the site.
WE LIKE THESE EXAMPLES:
Most high-end jewelry sites, fashion designer brands and fashion magazines (www.debeers.com, www.martinkatz.com, www.tiffany.com, www.bulgari.com, www.prada.com, www.ralphlauren.com, www.dvf.com, www.armani.com, www.verawang.com, Vogue) deploy serif fonts. Theres a consistency and predictability within this space.
While the font and icon should feel "right" for a jewelry company, Diamond.com wants to set itself apart and avoid the seen it before feel. We are open to sans serif as well as unique serif fonts. The icon should also be relatable, but not predictable and an integral part of the logo. If you come up with a font treatment that can stand alone (without an icon), we are open to that as well.
In terms of reference sites, we like the overall vibe of www.net-a-porter.com.
WE ABSOLUTELY MUST HAVE THIS IN OUR PIECE:
All designs should be Vector-based so that they can scale easily. The logo design should work in both the negative and positive (on white background and on a black background). Final logo needs to be in Adobe Illustrator (Vector Format).
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