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Leman Jewelry latest logo and identity designed by M — N Associates
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Diamond shapes for dummies

Leman Jewelry latest logo and identity designed by M — N Associates

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Last updated on
November 6, 2022
Leman Logo closer look
Leman Logo closer look

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
Leman Jewelry visual identity
Leman Jewelry visual identity

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


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Leman Jewelry

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Brand name
Leman Jewelry
Sector
Jewelry
-
Fashion
Founded year
1950
Origin country
Vietnam
Project context
Rebranding
Release date
August 2018
brand primary colors
Design by
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