Ho Chi Minh, Vietnam
Danh Hien is the trademark of an enterprise that specializes in hand-making delicate jewelry, working as a family tradition. The Enterprise is established in 1950 by Nguyen Van Hien, a craftsman. He was born in a family having tradition of fine arts handicrafts. He used to learn and work in Cambodia at a jewelry enterprise specializing in making jewelry for Sihanouk royal family. He has brought significant influence to the development of jewelry industry in Saigon among the decades of 1950s and 1960s.
Danh Hien is now having 02 jewelry stores and 01 jewelry workshop with 120 skillful craftsmen. Its diamond products are all made under the standard of GIA (Gemological Institute of America).
Danh Hien has the desire to have us design a new logo and new visual identity which can show the factor of luxury, modernity, specifically displaying the principal products which bear all the traditionality, the uniqueness, and their attention to each detail.
In logo, we take the main inspiration from the diamond. The image of a diamond is rather popular in jewelry trademarks. Therefore, the big challenge that we have to face is making a new, strange, and unique symbol.
Through working with the client, we have been informed that they desire to have a mascot representing the trademark. This is the new inspiration on which we have to focus.
Our direction for approach is the combination of the main letters in the trademark, the looking-downwards image of the diamond, the image of the lion in Celtic style to make the brand mark.
The serif font of fashion and elegance is often seen in reputable fashion trademarks. The color palette is selected to show the charm, the feminity beside the supplementary color system. Those colors have been carefully chose to go harmonious altogether over a spacious area.
For the visual identity, we exploit the inspiration from the structure and the block image of precious stones, diamond, the bond of chemical components under the guarantee of tidiness and elegance. The pattern structure may be flexibly applied in different angles.
In the application system, we keep the logo displayed simply with abundance of space and without conflict with the pattern system. The specific contents we made in publication are the selection of the colors for the main and supplementary trademarks. It is considered to combine with the paper materials and the initial natural color and the production process, mostly by hands and foil embossing.
In general, we have the desire to harmonize the classic and modern feelings. It must be the journey of the generations and it may bring trustworthy affect of a year-long trademark to You.