Benchmarks: Logo a Gogo


Published in the May 2012 issue

If one thing sums up your brand, it’s your logo. A good logo tells people what your store’s personality is — relaxed, sophisticated, arty, playful. It should be simple, says Andy Malis of marketing agency MGH, so it’s easily recognizable. It also has to be practical: It must work in black and white as well as color, and you need horizontal and vertical versions. You also have to think about how it translates digitally, notes Ellen Fruchtman of Fruchtman Marketing. On Facebook, for instance, it’s hard to fit wide logos into the tall space allotted on the upper left of many profile pages. Here are some examples of jewelers’ logos that hit the mark.


Max’s, St. Louis Park, MN
Max’s owner Ellen Hertz told her graphic designer, Barb Betz, she wanted something contemporary, architectural, artful and very clean. Betz delivered a laid-back but professional piece with tastefully staggered type. The brown, silver and gold color scheme perfectly suits a store that sells jewelry and high-end chocolate. And the logo works. Says Hertz, “My customers tell me, ‘As soon as I see it in a magazine, I know it’s you.’”


The Yellow Door, Brooklyn , NY
Since the store opened in 1966, the logo has changed — but not too much. “It has been modified, but we’ve kept the integrity of it,” says owner Jonathan Zemmol. They’ve occasionally thought about revamping it entirely, but the three generations of regulars often mention how attached they are to it. New clients like it, too. “There’s a sense of nostalgia — this sort of Mad Men idea. People like retro imagery. I don’t know if it was great planning or serendipitous, but it seems to work very well for us.”


Mahlia Collection, Tucson, AZ
“It gets an awful lot of attention, no question,” says Konstantina Mahlia of her store’s logo, which she designed. It features two lions sharing an androgynous head, perched on an anvil. Her inspiration came from her heritage — the big cats appeared on coinage in Mycenae, Greece, her mother’s home. “It’s certainly more ancient than any logo out there except for maybe Versace’s Medusa,” she says. “It looks regal and suits my brand very well.”


Quirks of Art, Williamsburg, VA
Owner Jenn Raines actually hired two separate designers to come up with a new logo for her shop when she relocated and changed the name and focus of the business. But in the end, she liked what she came up with herself using a combination of typefaces. The loose, funky look is an apt fit for Quirks of Art’s sensibility, which she describes as “definitely quirky, brightly colored and a little wacky.”


Halo Piercing and Jewelry, Phoenix, AZ
Halo’s original logo was four captive bead rings, each with one letter of the store’s name inside. “But we thought it was too cluttered,” says Kelsey Yamashita, who designed that logo and the current one with co-owner Glen Bevell. Condensing it to a single ring with the name inside did the trick. “It definitely symbolizes piercing, and we always get customers who say, ‘I saw your sticker on a car!’” she says.


Hight & Randall, Rochester, MN
Hight & Randall used to be in a downtown building built in 1888, and its logo had a late Victorian look. When the store moved to a new space, owner Barbara Hight- Randall jokes, “We zoomed ahead decades to an art deco, Art Nouveau feel. We wanted to freshen everything up.” They asked MGH for something a bit softer to offset the hard lines of their new space’s interior and exterior.




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