Upscale Jewelry Logo

vivirenet's picture

Hi,

We are trying to redesign the logo for an upscale jewelry in San Juan. They mostly sell very expensive watches. The brand must represent luxury and also the client wants a symbol they can use alone. Don't pay any attention to the name because it doesn't have any relation to luxury, jewelry or anything for that matter.

Here is the current logo:

This is the proposed logo used in various sample executions:

What do you think?

E.

adnix's picture

The mark feels like it is falling over-very top heavy.

The kerning with the J and I is funky.

David

nvhladek's picture

For those not in the know, "Club Jibarito" is a funny name for an upscale jewelry store because it basically means something along the lines of "Little Hillbilly Club." No matter; my last name is "Hladek," and I'm half Puerto Rican, so go figure.

I second David's perspective. The proposed logo doesn't have very good balance. The 'j' makes it top heavy, and yet, at the same time, the 'C' is too big. Not a bad direction, though.

--
Nick Hladek

rlynch's picture

I agree; the 'CJ' feels like it's about to fall over. Could the tail of the J become the bottom of the C?

Ross

vintagesignman's picture

or extend the bottom of the c to balance the j, but i'd leave the icon and work on the text. all caps? I like "club" in all caps but i'm not a fan of "JIBARITO". Good luck.

Oberlänge's picture

How about turning the 'C' around counter clockwise to symbolize a necklace around a neck which in this case would be the 'J'. This takes care of the top heavy issue. Just a thought...

EileenB's picture

Your mock-ups illustrate a scale problem with your tag line. Notice yours is the only logo with text that's too small to read? Otherwise, I agree with everything vintagesignman said. The capital J and I are competing with each other, and no amount of obsessive kerning will ever help.

vivirenet's picture

Thanks to everyone. I really agree with all the comments, specially those that comment on the heavy top of the mark... and the J-I issue!

We will be working on some changes and I'll come back!

E.

paulsschwarz's picture

andix has a point with the kerning between JI but also and AR

jayyy's picture

kerning between JI but also and AR

exactly.

vivirenet's picture

Hi,

I am back with a small fix. What do you think?

E.

KC's picture

The C in the mark does not match the C in the name. It looks odd when it is the only letter with the serif on top, give it the serif on bottom and the curl on top like the mark. I like the mark more now than before.

aluminum's picture

The mark is nice, but seems to be emphasizing *C*lub rather than *J*barito.

Which is maybe OK, but it seems that Jibarito is the unique identifier and should be getting the emphasis.

What if the ligature was a lower case c with it then up-turning into a larger J?

bobbybobo's picture

To me the 'C' and 'J' looked like a 'G'.

cslem1's picture

Well you fixed the top heavy thing with the serif, so it hold it up a lot better, visually. But I do agree with some comments about the C being a little too big it feels. It seems like they should either get the same attention scale wise, or the J should get a little more. I do like the concept though. Pretty recognizable alone as just the symbol.

As for the name CLUB is looking a little spacey, of which you can't fix because C, L, and U all give themself plenty of "personal bubble space". But standing next to JUBARITO...just makes that fact stand out a little more. Although, good job with the J and the I...looks really good now.

courtney

AndrewSipe's picture

You have a seashell spiral thing going on with the tail of the j and the continuance of the C... extend the bottom stroke of the C a little, then continue that spiral up and around with an offset lighter-toned (grey) accent mark. That'll help maintain the strength of the Cj combo plus adding a "catcher" should the j start falling over. Having it an different shade will help to create more dimension as well.

I like how your original design creates conflict, it's uneasy which helps create focus.

tokmik's picture

The C in the mark does not match the C in the name. I do agree with some comments about the C being a little too big it feels. It seems like they should either get the same attention scale wise, or the J should get a little more. I do like the concept though.

Handmade Jewelry

picard102's picture

Good job with the spam boys.

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