Jewell Paints sells more than 1,200 colours through over 15,000 dealers, and its old logo stacked a brush icon, two colour blocks and two taglines. The brief: make it readable, make it stand out, and make it work on every material. My answer, chosen from six routes, is a cut jewel filled with flowing paint colours beside a classic serif wordmark. It's now on all Jewell packaging and the website.
PROJECT INFO
Team Candy Shop Communications · Timeline 2025 · Tools Adobe Illustrator
The brief
Jewell Paints, a brand of Ozell Cooner Limited, asked for its logo to be rethought from a design perspective: more readable, more distinctive, and able to work across materials.
What we found
The old logo stacked four things: an orange tile with a brush icon, the name on a blue panel, a descriptor, and a tagline beneath. At small sizes the extra lines blur, and it only works as a full-colour rectangle. A paint logo has to read on a tin lid, on a shade card and on a shop board, in full colour and in one.
The idea
One mark, one name, one line. The name gives the mark: a cut jewel, filled with flowing bands of paint colour that split like light through a prism. It says Jewell and every colour at once.
How it came together
The jewel. A faceted outline filled with flowing bands — deep blue through red and orange to yellow — like poured paint. A serif J sits inside with a small sparkle.
The name. A classic serif wordmark, keeping the brand's familiar letterforms, now on its own instead of boxed in a panel.
The line. "Layers of Luxury" in spaced capitals: one line instead of a descriptor and a tagline.
The grid. The jewel, the name and the line are locked to shared alignments, refined from a first draft to the final.
The system. Full colour on blue, white and black, a boxed version for signboards, a one-colour outline and a greyscale version, so it holds up on any material or print method.
What shipped
The new logo and its guidelines: full-colour, reversed, boxed, one-colour and greyscale versions.
Outcome
Chosen from six routes presented by the Candy Shop team.
Live on all Jewell packaging and on jewellpaints.com.
Credits
Logo design Shaurya Singh
Agency Candy Shop Communications
Client Jewell Paints, Ozell Cooner Limited