Client: GEMSTONES BY RAYS
Date: JULY 1, 2024​​​​​​​
Time: 2 weeks
The goal of the Gemstones by RAYS logo design was to create a visual identity that embodies the grace and elegance of the brand, specializing in luxury jewelry. The design was inspired by a dream, where the letter 'R' appeared as a dancing figure, perfectly capturing the brand’s focus on movement and sophistication.
The logo features flowing curves that represent the elegance of a ballet dancer, with a hidden teardrop-shaped gemstone to subtly emphasize the brand’s connection to fine jewelry.
A graceful blend of elegance
and exclusivity,
for a luxury jewelry brand.

vIEW brand guidelines​​​​​​​
The objective was to create a clear and cohesive brand manual that ensures the RAYS visual identity remains consistent across all mediums and touchpoints. This involved defining the primary and secondary colors, establishing Proxima Nova and Scotch Display as the brand’s key typefaces, and specifying ADA-compliant color pairings for accessibility.
Special attention was given to logo applications and the safe area guidelines to protect the integrity of the brand mark. Overall, the brand manual serves as a blueprint for maintaining the elegance and emotional connection that define RAYS.

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