Creative agency Tom Hingston Studio was enlisted by Mappin & Webb's creative director Elizabeth Galton to refresh the brand identity of the 235-year-old British heritage jeweller and silversmith

并非每天都会有一个传统的品牌标志着一个新的身份，然而这也是对墙纸*合作者TomHingstonStudio（代表英国珠宝商和银匠地图）的可接受的创造性挑战

这家位于伦敦的设计机构是由该公司的新创意总监伊丽莎白·高尔顿任命的，负责将这个有235年历史的品牌-包括它的标志、包装和形象-明确带入21世纪。

马宾

但是为了这个项目，辛斯顿开始了他在Mappin的搜索。

20世纪30年代的一个特殊标志引起了他的注意，并呼吁采用手绘书法的方法。这场运动统一了对马宾的变革性的庆祝活动。

A key consideration for the new brand DNA was maintaining the house's historic 'Britishness', achieved by reinventing the regal blue livery. 'We drew on the original house colours and branding from the early 1900's,' explains Elizabeth Galton, 'which we reinvented with a modern, elegant and quintessentially British twist

Keen to instill a strong sense of craftsmanship in the letter forms, Tom Hingston Studio's early versions of the new Mappin & Webb typeface were drawn by hand and then later scanned for digital refinement. On the right is the brand's clean and modern new monogram

Tom Hingston began his inspiration search in Mappin & Webb's extensive archives

One particular logo, hailing from the 1930s, caught Hingston's attention and called for a hand drawn, calligraphic approach to the new typography

Already an icon of British craftsmanship as the holder of two Royal Warrants to HM The Queen and HRH The Prince of Wales, Galton's brief centered around revitalising the luxury stalwart for the world stage. 'Mappin & Webb's ambition was to generate a renewed energy and excitement around the brand, focusing on jewellery,' says Tom Hingston

'Typographically we stumbled across some real gems,' explains Hingston. 'There was a point in the brand's history when it had stores all over the world, from Bombay to Johannesburg, Paris and Rio de Janeiro. Each store carried a different handwriting and in turn each era brought about even more variations on their logo, so there was a lot for us to reference'

From the left: Archive imagery of Mappin & Webb's London store celebrating the 1936 coronation of King George V; Mappin & Webb's Regent street store in 1977 during Queen Elizabeth's Jubilee

Pieces in the brand's latest fine jewellery collection include, from the left: Mappin & Webb 'Fortune' rose gold diamond ring; 'Empress' white and yellow gold diamond ring

keywords:Tom Hingston Studio, Mappin & Webb, Elizabeth Galton, Miles Aldridge, jewellery, rebrand

关键词：Tom Hingston Studio，Mappin