The Arthur Kaplan brand mark downplays its symbol for a clean, sophisticated look. The symbol represents the glitter of fine jewels and takes the form of a farkle(sparkle + flash), positioned over the serif of the N.
To achieve an elegant visual language, two repeat patterns were created, based on the farkle. The signature plum colour was selected for its richness and its androgyny – it is elegant enough to appeal to women while strong enough to not alienate men. A mix of contemporary and classic fonts was used to complement the balance inherent in the brand personality and the product itself.