William Schwartz Distinctive Jewelry is a jewelry store in the Rittenhouse neighborhood of Center City Philadelphia. Despite having been in business for two generations, the store did not have a set logo or visual identity. Andiamo Studio pitched William Schwartz on a new logo that would modernize the brand and give the business the unique identity it needed to stand out in an area rife with luxury storefronts.

The logo mark is a monogram featuring the letters WS in the shape of a diamond cut gemstone. A moderately contrasted line width in the mark was used to accentuate the refined quality of the work that William Schwartz does. The logotype, set in PangramPangram’s Monument Extended, was chosen for its modern aesthetic, feeling of authority and legibility at all sizes.

Supporting assets were provided to the jeweler to show how the identity would look across different touchpoints. A theme found throughout many of these touchpoints is a gemstone shape acting as a magnifying glass over the focal point. An elegant, yet witty brand voice was developed to round out the identity.