[ Logo Development ] ; [ Identity ] ; [ Branding ] ; [ 2023 ] ;

Corporate Identity for the
Jewelry Brand Paradox

Paradox is a brand that creates unique jewelry pieces. The brand's jewelry features unusual shapes, blending soft lines with the geometry of skillfully intertwined compositions.

Our task was to convey 'Paradox' through a textual logo, thereby distinguishing the brand against competitors.

We successfully captured the essence of a paradox in the letter 'A'. A paradox can start with a single question, which is our beginning. Then, a paradox generates a closed loop where more questions, discrepancies, and contradictory opinions emerge. It is difficult to escape from this loop; on one hand, it is unnatural, and on the other, it is perfectly normal. The same meaning is conveyed in the symbol—it is understandable and readable, yet unnatural because it deviates from the conventional way of writing.