The Goldsmiths’ Company Unveils Fresh New Visual Identity
Heritage Meets Contemporary Design
The Goldsmiths’ Company, a trade guild with almost 700 years of history in the jewellery and silversmith industry, has unveiled a striking new visual identity that updates its rich heritage for a fresh contemporary audience. The new visual identity is a masterful blend of heritage and contemporary design, showcasing the guild’s flair for traditional timelessness with a dynamic modern twist.
A Leopard’s Head: A Timeless Icon
The new logo features a contemporary reimagining of a leopard’s head, an iconic symbol in the Goldsmiths’ Coat of Arms. The leopard’s head was the first British hallmark – originally known as the King’s mark – and is still used today by the London Assay Office. "The leopard’s head is a visual expression of our past, our present, and our future, and of the creative industry we champion and support," says Prime Warden of the Goldsmiths’ Company, Richard Reid. "It is a timeless icon, interpreted in hundreds of ways by different craftspeople over the centuries. It felt only right to explore and build upon this legacy, by ‘leading with the leopard’ in our new brand designs."
A New Visual Language
The new visual identity is a result of a collaboration between the Goldsmiths’ Company and branding agency Steve Edge Design. The design features a bold new logo, a refined visual language, and a vibrant colour palette inspired by the colours present in Goldsmiths’ Hall, from the carpets and furnishings to the sandstone and bricks on the Hall’s façade and the gilded Corinthian columns in its rooms.
Icons and Logos
The new visual identity includes a range of icons and logos, each with its own unique character and style. "Each of these symbols can be used on their own, separate from the Coat of Arms, providing freedom of expression through silhouettes and graphic shapes," says Senior Design Director Tom West.
Colour Palette and Typeface
The new visual identity also features a fresh colour palette and a custom-designed typeface, Romie, which adds a refined embellishment to the new identity, bringing a timeless quality to the contemporary redesign.
Conclusion
The new visual identity is a testament to the captivating power of symbolism, heritage, and legendary craftsmanship. It signals a moment of evolution for the Goldsmiths’ Company as it looks ahead to the next 700 years. "Our new visual identity is beautiful, modern and distinctive and also honours and reflects the pride and passion in our company, its history and cultural heritage," concludes Richard Reid.
FAQs
Q: What is the significance of the leopard’s head in the Goldsmiths’ Company’s new visual identity?
A: The leopard’s head is a timeless icon, interpreted in hundreds of ways by different craftspeople over the centuries. It is a visual expression of the company’s past, present, and future, and of the creative industry it champions and supports.
Q: Who collaborated on the new visual identity?
A: The new visual identity was created in collaboration with branding agency Steve Edge Design.
Q: What inspired the new visual language?
A: The new visual language was inspired by the colours present in Goldsmiths’ Hall, from the carpets and furnishings to the sandstone and bricks on the Hall’s façade and the gilded Corinthian columns in its rooms.
Q: What is the significance of the custom-designed typeface, Romie?
A: Romie adds a refined embellishment to the new identity, bringing a timeless quality to the contemporary redesign.
