The Jewellery Quarter: Brand Identity
A new identity that shines a light on a place that’s always been proud to do things its own way. Rooted in Birmingham’s history, but designed to keep its story moving forward.
The Jewellery Quarter is a place like no other. Rich in heritage, alive with creativity and shaped by a fiercely independent community. Our challenge was to create an identity that could bring it all together without smoothing out the individuality that makes the area special.
The obvious answer was to lean into jewellery. But the Quarter is much more than the product it’s famous for. So we dug deeper into the history, culture and community that give the area its distinctive character. Historic ghost signs inspired a confident new logomark, while a bespoke typeface created in Birmingham nods to the area’s pen-making heritage. A simple flowing line connects the identity, representing a story that continues to evolve across people, place, past and future.
At its heart is Where individuality shines - a brand promise that celebrates what was already there and gives the community something to gather around.
Now recognised internationally as a World Craft City, the Jewellery Quarter has a brand to match its growing profile. Embraced by local businesses and brought to life across streets and spaces, the strategy behind it is also helping shape the JQBID’s priorities and plans for the future.