King Stone Gems is an online retailer of high-end, luxury loose gemstones and we are looking for a new logo. We are not to be confused with a diamond merchant. We sell primarily coloured gemstones (Ruby, sapphire, emerald etc.) King stones are generally the prized stones of any gem collection, the best of the best. We sell only to public and with no design of jewellery. Our design forms come in the cut and shape of the loose gemstone itself. The customer can use it in jewellery or keep it as an investment or gift in the state it is purchased. However, we find that predominately they are bought with jewellery in mind. Our company looks to take emphasis away from jewellery design and give the power back to the entity that costs the most money and holds the value in the piece. The gemstone. We allow the customer to be involved in the sourcing, the shape and the cutting of their stone and in the meantime educate them so they are able to better appreciate their exceptional properties.
We wish to convey a very refined, minimal, clean look. We are in the same category as high-end luxury jewellers. The gems we sell can range from $1,000 to $100,000 or more so it is important that the design reflects the value of the items being sold. This being said, we do not wish to harm our sales by going down the exclusive prestige path and excluding potential customers. Our design should above all be accessible and broadly appealing.
Our preference is for a minimalistic style - modern, crisp and fresh with perhaps a touch of classic about it. The “diamond” motif has been done to death in company logos and we would like to avoid its use, however if you think you can do something fresh with it, go for it. We will not hold our breath.
We wish to have the motif or graphic be able to stand alone from the font for use in packing etc. To this end it will have to look good when scaled back to black and white as well as in the standard form that you put forward for the logo.
Our demographic is primarily affluent ladies, but the design should encourage participation from all walks of life and be careful not to exclude any people from our business. We are after a design that is appealing in a broader sense. Although we place ourselves in the same bracket as high end jewellers we do not wish to convey the exclusive nature of their business. Our branding should be accessible as our product is already exclusive.
Initial markets are AUSTRALIA and USA.
King Stone will be targeting the Asian markets of HONG KONG, SINGAPORE and CHINA in the near future so it is very important that the design is culturally sensitive, especially in terms of colour usage and symbolism, eg. avoid the use of anything that can be construed as a “4” which is considered ill-fortune in the Chinese culture.
Arab markets such as ABU-DHABI are also on the table.
It is important that the design has broad cultural appeal.
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