One geometry.One house.
Every mark, seal, pattern, engraving and favicon in this identity is drawn from a single curve on a single grid. Nothing here is decoration; each application is a manufacturing instruction. This document is the permanent reference.
Philosophy
Two pointed ovals — the silhouette of a cut stone — meeting at one waist. The moment given above, the moment kept below, joined at a single point. It is a mark about giving, drawn with the restraint of a jeweller's tool.
Construction & geometry
A 100 × 100 master grid. The mark is symmetric about x = 50 and point-symmetric about the centre. Cage 32 × 76 units; canonical stroke 4 units, round caps, no corners — so there is no corner radius to drift. Clear space is 25 units (0.25 × mark height) on all four sides, shown dashed.
- Clear space
- 0.25 × mark height, all sides
- Minimum size
- 16px / 4mm — micro version
- Maximum reduction
- Echo removed below 24px
The logo family
One master geometry, twelve approved reproductions. Nothing outside this family may be created.
Colour & typography
Celebrate every moment
Jewellery made to be given — and kept. Set at 15px, 1.75 line height, with eyebrow labels at 11px and 0.32em tracking. The mark is never typeset as a letter.
Pattern library
Nine repeats, each one the master geometry at a different density, weight and opacity. Generic geometric textures are not permitted anywhere in the identity.
Packaging & product
The mark is manufactured, never printed as an afterthought. One application per surface, at one scale, in one finish.
- Shipping carton — open pattern, blind deboss, no gilt.
- Gift box lid — single foil mark, centred, 18mm.
- Interior lining & tissue — dense pattern, tone-on-tone.
- Ribbon — border repeat, woven, never printed.
- Gift envelope & thank-you card — blind emboss, one mark.
- Jewellery pouch — textile jacquard repeat.
- Wax seal — brand seal, gilt wax, applied by hand.
- Pendant backs & ring interiors — micro engraving, 2mm.
- Bracelet clasps — laser-etched mark, single line, no echo.
- Necklace tags & display cards — engraved, not stamped ink.
- Gift Edition metal cards — guilloché from the micro repeat.
- Warranty, care guide & certificates — deboss plus micro border.
- Shipping insert — open pattern with a single seal.
Standards & restraint
Recognition comes from consistency, not frequency. One mark application per view, one pattern per surface — always.
- Ink, onyx, ivory, gilt or brushed gilt — one colour at a time.
- Watermark at or below 9% opacity, once per view.
- Clear space of 0.25 × mark height, always.
- Foil, emboss, deboss and engraving from the master vector only.
- Rotate, mirror, shear, stretch or outline the mark.
- Fill the mark, add a drop shadow, or gradient the halves apart.
- Colour the two halves differently or place it on busy imagery.
- Re-draw the curve by hand, or set it below 16px with the echo.
- Repeat the mark decoratively within one composition.
Remove the wordmark and the house must still read: the mark, Marcellus, ivory and gilt, the pattern language and the engraved surfaces are enough. That is the test every new application must pass.