Forevermark, the diamond brand from De Beers Group of Companies, has completed a refresh of its global brand identity.
Teaming up with marketing agency Pope Wainwright & Wykes (PWW), the new brand identity has been designed to be “digestible and accessible” for global markets and has injected increased “clarity and simplicity”.
The new identity includes a “refined”colour palette of white, black and grey, along with the use of emotive photography. Meanwhile, left-aligned copy is used to bring focus back to the company’s diamond icon.
A statement from PWW read: “Our challenge was to drive focus on the rarity of a Forevermark diamond and deliver an evolved brand identity that reflects the unique and precious product at the heart of the business.”
The company says its diamonds are hand selected for their “beauty and rarity”, with less than 1% of the world’s diamonds eligible to become Forevermark diamonds.
Each diamond is inscribed with a unique number and the Forevermark icon, which are invisible to the naked eye.