Forging Trust in the World of Precious Metals
" Arramet, a dealer based in Dubai, sought a brand identity that would instantly convey these core values, projecting an image of stability, authority, and enduring worth.
The Essence of Value: The Arramet Logo – Grounded in Simplicity and Strength.
The Arramet logo is a testament to the power of simplicity in conveying profound meaning. Wortham Creative conceived a design centered around a solid filled letter "A" encased within a round shape. The choice of the letter "A" is deliberate, representing the beginning, the foundation, and the core of the Arramet brand.
The solid fill conveys a sense of unwavering strength, stability, and dependability – qualities essential in the precious metal industry.
The encompassing round shape symbolizes unity, completeness, and the cyclical nature of value and investment. This fundamental geometric form also subtly echoes the shape of coins, directly linking the logo to the tangible assets Arramet deals with.
Colors of Precious Metals
The carefully selected brown color palette further reinforces the brand's identity. Brown is a color often associated with earth, stability, security, and reliability. In the context of precious metals, it evokes the natural origins of these resources and their inherent, grounded value.
This simple yet powerful logo is designed to be instantly recognizable and to resonate with the core principles of trust and enduring worth, making it perfectly adaptable for application across coins, gold bricks, metal bars, and all forms of bullion.
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Thoughtfully Designed
The selection of typography for Arramet was a crucial element in establishing the brand's voice. Wortham Creative chose "Climate" for headings. This typeface exudes a sense of modern authority and stability with its strong, clean lines and confident presence. It commands attention and reinforces the brand's position as a reliable leader in the industry.
For other text, the chosen font was "Giglon". This typeface offers a balance of professionalism and readability, ensuring clarity and ease of comprehension for all communications. Its clean and straightforward design complements the strength of "Climate" while maintaining a sense of accessibility and trustworthiness. The combination of these two typefaces creates a harmonious visual hierarchy that speaks to Arramet's authority and commitment to clear communication.
Takeaways for freelancers, agencies, and designers from the Arramet case study
The Arramet project underscores the enduring power of simplicity in conveying complex values like trust and authority, particularly in sensitive industries. For freelancers and designers, it highlights the importance of understanding the core essence of a brand and translating it into a minimalist yet impactful visual language. Agencies can draw inspiration from the strategic use of color, typography, and a strong central logo to build a cohesive and credible brand identity that resonates with a discerning clientele, proving that sometimes, less truly is more.
