Operating since 1969, Heath Diamonds have been based in London’s prestigious Hatton Garden from the very beginning. Known for their specialist diamond jewellery, they produce bespoke rings, brooches and pendants for discerning individuals and private collectors, including Holywood actors and the Royal Family.
We first began working with Heath Diamonds in 2018 when we were commissioned to update their existing brand identity. After several immersive brand workshops, it became clear that the new identity system needed to better reflect the service they provide to their private client base while communicating a high level of sophistication and attention to detail that was currently unavailable from most direct competitors. This approach helped us define a clear brief with aspirational benchmarks to compare with — it also helped to set expectations and measure progress from the outset.
Before developing the visual identity system, we undertook a number of educational workshops to learn and understand how diamonds are cut and graded. This helped us create a visual language from the concept of ‘Hearts and Arrows’, a visual phenomenon visible within perfectly cut stones. When viewed under a microscope, these graphic shapes become clear and perfectly symmetrical — this gave us a graphic device to play with and use as a foundation.
From here, we used the Hearts and Arrows shapes to construct an ‘H’ monogram. This symbol also takes the form of a cut diamond, using the proportions of a style of diamond that lets optimum light radiate throughout the facets. A supporting lockup was then created to sit alongside the symbol — this is styled in simple yet elegant geometric san and is reinforced with the ‘best 1969’ line.
