(Est. 2008) “Forevermark is the diamond brand from The De Beers Group of Companies. Each Forevermark diamond is inscribed with a promise: that it is beautiful, rare and responsibly sourced. Only one per cent of the world’s diamonds are eligible to be inscribed with the Forevermark icon. Each Forevermark diamond is assessed by diamond experts at one of the Forevermark Diamond Institutes in Antwerp, Maidenhead or Surat. Those meeting Forevermark’s standards are inscribed with the Forevermark icon and a unique identification number, which is also recorded on the certificate that accompanies every Forevermark diamond. Invisible to the naked eye, the Forevermark inscription is 1/20th of a micron deep (or one five thousandth the width of a human hair) and can only be seen using a special viewer. Forevermark diamonds are available in more than 1,700 outlets across 38 markets.”
Through a paired-back approach, the new visual brand identity was designed to be digestible and accessible for global markets. Our challenge was to drive focus on the rarity of a Forevermark diamond and deliver an evolved brand identity that reflects the unique and precious product at the heart of the business. A refined and controlled colour palette of white, black and cool grey, with soft highlights allows colour to be experienced through emotive photography and diamond jewellery only.
Images (opinion after)
I realize this isn't a drastic change and perhaps it will raise the question of why post at all but I was mostly intrigued because I think many of us are familiar with the "Diamonds are Forever" tagline — here is how it originated — but I was not familiar at all with "Forevermark". Luckily I have only had to shop for a wedding ring once so it's not like I'm in the market for diamonds on a regular basis so I wasn't aware the Forevermark is a specific brand of diamonds made by market-giant De Beers. So now that I know… yeah, the change is barely perceptible and although it's arguably an improvement — specifically in the weight balance of the icon and typography — it seems hard to justify the shift to Gill Sans and to change all materials. I've never been a fan of Gill Sans but I know I'm in the minority and there is a certain classic-ness that few sans serifs have so I can see its appeal and how it ties in better with diamonds. The lock-up is definitely and improvement and the applications seem like it would be hard to get them wrong when selling expensive diamonds: photograph them nicely, isolate them, let the grooms come and buy 'em.