Logo development

After the crit me and luke sat down all afternoon and came up with this beauty. looking at this logo now it really connotes the fresh idea of H.Samuel being a modern jeweller. We kept the same 'Optimum' typeface but we took the 'H.' off as this made the logo unbalanced and having this once work brand really makes it seem more relaxed and friendly. We are both really happy with it, and even Graham was pleased.
This is the final logo that we are going to use on the retail bad and propose for other promotional material.