Vernet is a fictitious jewelry company whose target audience is middle aged wealthy individuals in large cities around the world. The concept for the the logo comes from Greco-Roman architecture, specifically the columns of their grande structures. Tradition, structure, stability, and power are the moods that this logo was designed to exude. I chose to use the font (Kepler) because of its humanist characteristics, and also a sans-serif in order to make the logo feel slightly more modern. The brand uses photography and a very minimalistic color palette in order to create a classic and sophisticated feeling for the target audience.