A stunning brand transformation connects its 110-year legacy with a forward-looking vision
NEENAH, Wis. (September 21, 2023) – Jewelers Mutual® Group, the insurance and business solutions provider dedicated to the jewelry industry since 1913, proudly announces an inspiring rebranding effort that reflects its 110-year heritage while embracing a modern, and even a bit unexpected twist on its look. The brand evolution showcases a revitalized logo, captivating color palette, refined fonts and a suite of new visual assets that will guide the company forward.
An Eternal Commitment to Excellence
With an unwavering commitment to the jewelry industry spanning over a century, Jewelers Mutual’s brand evolution not only respects its storied past but also ushers in a dynamic future. This transformation embodies the company’s dedication to elevating the love of jewelry.
"Our evolution is a celebration of our legacy and a testament to our constant pursuit of excellence," said Krystle Craycraft, Senior Vice President of Marketing and Digital. "We stand at the intersection of history and innovation, honoring our rich heritage while embracing the limitless possibilities ahead."
A Logo that Bridges Time
Central to the rebranding is a new logo that marries tradition with innovation. The logo prominently features an infinity mark, drawn from a silhouette of a jewelry clasp, symbolizing Jewelers Mutual's enduring presence in the jewelry industry. This emblem not only pays homage to the past but also signals the brand's steadfast commitment to standing alongside the jewelry industry and its consumers for the next 110 years and beyond.
A Palette of Brilliance
The brand's new color palette evokes a sense of timeless sophistication while infusing modern vitality. Subtle yet impactful, the colors draw inspiration from the gemstones that have captivated hearts for generations, connecting the brand's rich history with its forward-looking vision.
Typography that Speaks Elegance
The reimagined fonts exude elegance and clarity, mirroring Jewelers Mutual's commitment to transparent communication and expert guidance as a trusted advisor. The typography encapsulates the brand's ethos —confident, reliable and customer-centric.
Crafting a Complete Experience
The rebrand encompasses a suite of visual assets that elevate the brand experience across all touchpoints. From captivating imagery to engaging designs, these assets work in harmony to create a cohesive brand narrative that resonates with jewelry enthusiasts, industry partners and customers alike.
Debuting at the JCK Show in Las Vegas
The new brand look was unveiled to the jewelry industry for the first time at the prestigious JCK Show in Las Vegas in June. Jewelers Mutual displayed the new look at six booths, including Couture, with booth graphics, print collateral and branded promotional pieces. Industry professionals were captivated by the brand's transformation and its nod to a heritage spanning over a century. The event marked the beginning of a new chapter for Jewelers Mutual, one that embraces innovative thought and technological advances that position the company to deliver unique, personalized customer experiences at every turn.
"At JCK we are thrilled to continue to be the place leading industry brands such as Jewelers Mutual choose to unveil their latest products, breaking news and branding,” said Sarin Bachmann, Group Vice President RX Jewelry Portfolio. “Jewelers Mutual's beautiful rebrand, first showcased at JCK, was an elevated and refined aesthetic, capturing the essence of the services it provides to the industry.”
Embarking on a Dazzling Future
As Jewelers Mutual embarks on this transformative journey, it remains dedicated to serving as a beacon of trust and innovation within the jewelry industry. The rebranding effort reaffirms the brand's commitment to the industry and sets the stage for a brilliant future where tradition and progress seamlessly coexist.
See the new brand elements and explore solutions at www.jewelersmutual.com/rebrand.
Watch the brand come to life in this short video.