Renata Brand Identity

Renata is a jewelry brand focused on the beauty of antiques and offers both original antique-inspired pieces, as well as refurbishment services. The logo is derived from an ammonite fossil, which have a natural beauty while being up to millions of years old. The linework in the spiral of the shell create a sort of "gradient" optical illusion, especially when the logo is small. This gradient represents the shift from old to new, to touch on the refurbishment aspect of the company.