Timeless is a unique watch boutique located in Frisco, Texas. They specialize in selling high-end, luxury watches. They also buy, trade, refurbish, and sell used watches.
Timeless needed an identity to match their classic and sophisticated merchandise. The logo utilizes the recognizable infinity symbol to portray the unique business model of buying and refurbishing watches to a new condition (as if the life of the watches is infinite). To refresh and add some interest to a somewhat common mark, the infinity symbol was stylized to mimic the angular shapes made by the hands of a watch. The font minion pro was used because it is a font designed fairly recently, but heavily inspired by Renaissance-era type; a nice nod to the idea of refurbishing old to new. This combined with a minimalistic design approach and restrained color palette creates an identity that is quite literally timeless.
CLIENT: Timeless Watch Exchange
ART DIRECTION & DESIGN: Michael Molloy