ADS bespoke jewellery identity redesign

ADS' logo didn't communicate the personality of their business; a reliable, traditional yet occasionally unconventional jeweller. They asked me to fix that.

The brief

The new logo had to show ADS' traditional jewellery roots, with that unconventional edge.

The problem solved

Although ADS opted for a more traditional logo design (which I'm happy to show you if you ask me), this is the logo that I felt fulfilled their brief. Why am I showing you a design the client didn't choose? Because I didn't want it to be a hidden gem.