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Loveness Lee Logo


Loveness Lee came to me looking for branding that would both be bold and contemporary, but would also stand the test of time.

From studying her methods and practices, I decided to apply the same concepts to my own practice. I took what would be a typical contemporary jewellery brand logo font, and abstracted it with randomised sheers. The final logo is an amalgamation of abstractions that is physically reminiscent of her jewellery – Atypical in appearance whilst simultaneously having it’s roots in typically recognised contemporary jewellery branding.

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Thomas Fursdon