Brand profile

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Tiffany & Co.
Brand DNA

Tiffany & Co.

Tiffany & Co. is an American jewellery house founded in 1837, known for diamonds, silver, the blue box and a traceable sourcing programme.

40%
Background#FFFFFF
28%
Secondary#F5FBFA
18%
Primary#0ABAB5
12%
Text#1A1A1A
2%
Surface#000000
Typography
Aa
Sterling SSmDisplay · Classic & editorialSantralText · Sharp & flat

A classical serif wordmark set wide and small. Everything else quiet, centred and generous with space.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

use sale or discount language

reproduce the brand blue inaccurately

show a stone without its specification

Never says
salediscountcheapdeal
Sounds like this

A stone we can trace from mine to setting.

Romantic and precise. Stone, cut and setting stated exactly; the occasion left to the reader.

Audience

Buyers marking an engagement or an occasion who care about the stone's provenance and the house.

Loves

+Stones you can trace to the mine

+The moment a box is opened

+Setting done by hand

Loathes

×Discounting

×Untraceable stones

×Jewellery sold like a commodity

The hill it
would die on

You should be able to know exactly where a diamond came from.

DensityAiry
AlignmentCentred
MotionNone
AddressFormal
Tiffany & Co. · brand DNA at a glance 10 of 12 traits
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