The Goldsmiths’ Company

– Project summary

A golden opportunity

One of the few 12 Great Livery Companies that is still active (and proactive) in the field for which they were founded, The Goldsmiths’ Company raison d’être was to regulate the craft and trade of the gold and silver smith. It had however, evolved into an organisation that did much more than be a guardian and facilitator.

The Goldsmiths’ Company occupied a unique space with a 360° influence. And whilst there were other organisations that offered, for example, assaying services, training and technology facilities and promotional support, only The Goldsmiths’ Company could lay claim to be active across all these areas and many more.

Neon won a competitive pitch to define The Goldsmiths’ Company brand message, to clearly communicate their offer and help them engage with their multiple audiences. The task also included bringing structure and clarity to their brand architecture — along with reinstating a sense of craft, clarity and elegance to The Goldsmiths’ Company brand identity.

Project summary

• Art direction
• Brand positioning
• Brand architecture
• Brand identity
• Literature scheme
• Promotional posters
• Stationery
• Website
• Brand guidelines

The Goldsmiths’ Company

– Brand idea

Touchstone

Inspired by the touchstone (an essential tool of the trade for testing alloys) held by the demi-maiden in the Coat of Arms, the brand idea is, simply, The Touchstone. Touchstone now means “a benchmark by which others are judged”, which emphasises their unique 360° influence (as guardian and facilitator) and commitment to delivering the highest standards of usefulness and quality across its entire portfolio.

The Goldsmiths’ Company

– Refreshed brand mark

– Below, old brand mark

The Goldsmiths’ Company

– Exhibition poster

The Goldsmiths’ Company

– Exhibition poster

The Goldsmiths’ Company

– Exhibition poster

The Goldsmiths’ Company

– Literature scheme

The Goldsmiths’ Company

– Technical journal cover and spread

The Goldsmiths’ Company

– Website

The Goldsmiths’ Company

– Guidelines

The Goldsmiths’ Company

– Kind words

Heavyweight thinking,
with a lightness of touch

We were impressed by Neon’s direct, professional approach. The Neon team was given a complex brief which involved unifying the many disparate directorates of the Company, each with their own constitutions, priorities and agendas, into a distinct and comprehensive brand. This was achieved through research which enabled Neon to get beyond the surface of the Company and into its very being. The outcome was an accurate assessment and the resulting rebranding not only embraces all the existing elements of the Company but also incorporates a framework for future initiatives such as the proposed Goldsmiths’ Centre in Clerkenwell due to open in 2011.