(Est. 1950) “When it comes to jewelry industry, Vietnam has been known for a reputation of gold craftsmanship, trading and ignoring retail experience. However, Leman Jewelry stands out as an independent haute couture design brand, which specializes in diamonds. For many years, they have been not just shaping up diamond the trading market in Vietnam, but also unlocking a completely new behavior to high-class society by their unique diamond jewelry designs. In spite of various types of orders and requirements, whether they are designs created to suits owned diamonds or new exclusive designs to comprehend rare diamonds, Leman’s creation is always sophisticated, diversified and exquisite.” (From designer’s project page)
M — N Associates (Ho Chi Minh City, Vietnam)
Our way to approach the concept was a completely new visual system that can expose the luxurious, exquisite yet sophisticated and minimal feeling for the brand. Adapting that core values, the logo mark design was made from the center outwards. Starting with the most basic ring setting shape, the shape which holds the diamonds and glorifies its beauty: the cross setting. We called it the Leman Star, as the sparkle indicates that ‘jewelry brand’ feeling, Leman star is also seen in the center of the letter E in the logotype.
Around Leman Star are various types of crafted one-by-one asymmetrical diamond shapes – what Leman has been selling and uniquely designing for every customer. The logo’s grid system based on the inner look of a round diamond cut, the most recognizable diamond. The whole system itself is a complete reflection of Leman’s creating process and also their products.
Images (opinion after)
The old logo was not very good but, to its credit, it did convey “jewelry” with its large faceted icon that was one degree short of evil-corporation-in-a-movie. The new wordmark is beautiful and elegant with a wide structure and accentuated serifs with the bonus of the star shape inside the “E”, which works quite well. It could have probably been tapered just a tad more so that its ends matched the thinness of the horizontal lines of the letters. Still, pretty nice. The icon is also very nicely done and very smart in the elements its built from. The best thing is that it visually sparkles like a diamond but without being literal. The packaging is very luxurious and there are a lot of great production details that take it up a notch or ten. Overall, an elegant, upscale, and restrained identity that vastly elevates the status of Leman.