Kinn
Kinn
Logotype
Brand type system
The problem
A refresh for an LA jewelry brand crafting heirloom pieces to bridge generations.
Mark exploration
We took inspiration from historic silversmith marks.
Silversmith marks are small stamped insignias used to signal craft, quality, and origin. These references informed a secondary system of marks designed to feel crafted, collectible, and quietly enduring.
Type exploration
Some new logo directions were derived from the more calligraphic silversmith marks and grandma’s bitchin’ cursive.
The italic logotypes never performed well at small sizes so they didn’t make the cut. However, they informed the final brand typographic system — headlines predominantly set in italics.
Revised Logo Direction
Maintains brand equity, can perform well at small sizes
Italic Logo Direction
Subtle connection concept, personal calligraphic quality, less ownable
Classical Italic Direction
More ownable, but doesn’t perform well at small sizes
Refinement: terminal
Once we settled on a direction, we started refining details like the K terminal above the i.
Option 4 felt fresh and simple and performed well at a range of sizes.
A
Micro
Display
Refinement: optical sizes
The wordmark was crafted into two optical sizes, so it could perform at the smallest of sizes, engraved into jewelry, or at scale on large signage and packaging.
The Final System
The final system was built to work across the strange extremes of a jewelry brand: tiny engraved marks, intimate packaging, and large-scale brand moments.
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