thankful, always & forever

Thankful, Always & Forever or TAF is an independent jeweler that creates handcrafted earrings, necklaces, bracelets, and more. 

design brief

subject matter

The client desired a logo that embodies the fun, personalized nature of her jewelry. It is intended to be unique and approachable, standing out from the typically formal aesthetic of other jewelry brands.

keywords

handcrafted
fun
whimsical


concepting

direction

Avoiding the traditionalism often associated with jewelry brands, a more whimsical approach was taken, searching for an inventive way to merge letterform and iconography.

refinement

combination mark

The final logo is a playful combination of abstraction and letterform. The silhouette is wide and curvy, reflecting a friendly attitude. The warm, vibrant colors add to the lighthearted aesthetic and help to sell the idea of jewelry.

logo typeface

The rounded edges and subtle calligraphic style of Greycliff CF make it particularly welcoming, and setting it in a bold font makes it casual and provides maximum legibility.

accent typeface

The textured and thin flowing lines of the Adobe Handwriting font contrast nicely with the bold, geometric shapes of the logo and build on the theme of personal craftsmanship.

presentation

The client was interested in a colorful design. The simplicity of the logo makes it versatile, suitable in any range of colors and at any scale.