Leman Jewelry latest logo and identity X M — N Associates

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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.

Leman Case study

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Credits

Product Photography Monkey Minh | Concept Duy — N, Quân Nguyễn | ​​​​​​​Producer Quân Nguyễn​​​​​​​​​​​​ | Assistant Anh Nguyễn, Ngân Huỳnh, Quyền Phan | Digital Retoucher An Nguyễn | Video Cinematography Lâm Huỳnh | Concept / Editor Duy — N