Design a Logo to Promote Artisanal Jewelers

Jewelers Do It Better

We are one of the oldest and largest associations of jewelry artisans in America. Goldsmiths, silversmiths, jewelry designers, master bench jewelers - all artists, all creating amazing work. Most consumers don't get to see or understand this work, so we've created a website that will show the work, the process of creating jewelry, the stories behind the artists and their design aesthetics, how they decided to pursue this as their art, and where to buy their work. We want to save this artisan craft from mass produced jewelry by telling its story and helping consumers fall in love with it.

As I see the designs start coming in, I'm seeing a lot of "corporate" type logos. This is NOT a corporate website. The audience we're representing are artists, and I think the logo needs to represent more in the way of artistry and innovation. This group also tends to be more individualist than corporate - so the logo should really express uniqueness and artistic expression. Perhaps something that is a bit cheekier, a bit more innovative that a corporate-ish logo.

We know younger jewelers think jewelry is passe and that the jewelry store experience is inauthentic and somewhat predatory. But these aren't the stores - these are the makers. We want to communicate to consumers that these are individual artists and craftspeople who have chosen jewelry as their medium. This community is a bit iconoclastic, liberal, thoughtful, socially aware and concerned. We want to convey that this is a really fun and interesting community, no two of them alike, and all of them worth falling in love with. The images I've attached are representative of the kind of work this community produces - so you can see the difference between this type of jewelry and mall chain store jewelry.