Joury.hms Re-branding
JOURY.HMS is a handmade store based in Damascus, The whole concept is based on the combination between art and crafts, the mixture of modernity and antiquity, and inspired by the damascene environment. It was developed to reflect Joury’s classiness and touch of modernity.
OLD LOGO 

They asked for re-banding their identity and here is the result.

LOGO STRUCTURE  
JOURY.hms mark consists of three  elements:1- The symbol,-2-English logotype -3- HANDMADE Word.
LOGO INSPIRATION 

The logo shape is an expression of three main elements: 
1-The X is inspired by the Damascene flower and its way of blooming from its center to the outside
 2-The point is a reflection of the mosaic crafts shapes’ repeated pattern and the dot of “j” in Joury
 3-In addition to the square the geometric form in Damascene architecture

 LOGO BUILDING

Depending on the point symbol as a measuring unit it’s easy to highlight the following:
Shape: width 5.5 X point, length 5.5 X points
Word “Joury”:  width 6X point, length 1X points 
Word “handmade”:  width 4X point, length 1/2 X points
The distance between the shape and word “Joury” is 1X
 The distance between the word “Joury” and “handmade” is 1/2X

CLEAR SPACE 
LOGO VS COMPANY 
LOGO COLORS 

Sticking to the main damascene concept and joury’s classiness, tone colors will be as following:
1-Elegant gold and Dark green as main colors
Elegant Gold expressing the classiness 
Dark Green expressing the continuous growth and renewal of the mentality
2-Black, Light gray and rose as second colors

why this colors?

Elegant gold Black Light gray as they are the main colors of the damascene architecture and old houses. 
In addition to the colors of the flower ( joury is a name of damascene flower ) Dark green and Rose
 
Elegant Gold expressing the classiness 
Dark Green expressing the continuous growth and renewal of the mentality
 LOGO  IN BLACK AND WHITE

ONE COLOR LOGO
BRAND FONTS 

Myriad Pro has been chosen as the English typeface for its classic but clear characteristics which reflect the classenc of the brand and its message.

Amatic Regular is a handmade fonts to reflect the spirit of the brand 
 should use this font for special event’s designs

 

BRAND IDENTITY 

Since the mosaic craft concept is based on repeated, random, minimalistic shapes, Joury will be using the minimal design technique on its identity
awwad.ad@hotmail.com
Joury.hms Re-branding
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Joury.hms Re-branding

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