By now, you may have seen our announcements about the rebrand here at E.C.One.
We hope you’ve had a chance to explore our new website and feel like you are a part of our community. If you appreciate the details, we’d love to share some of the thinking behind our new look and explain a bit about our journey to get here.
Over the years, our brand has evolved as we’ve grown and discovered who we are. Our original logo in 1997 was created by a dear friend, Simon, who designed it as a favour while working with Philippe Starck. That logo served us well as we expanded from our first little shop to larger premises.
As we continued to embrace change, opening locations in Notting Hill and Chiswick, we found ourselves moving toward a more fashion-led aesthetic. However, our look has increasingly reflected our roots here in Exmouth Market, East London, over the past decade. Our glass shop sign honoured the past; many assume it is Edwardian.
Early this year, though, we felt it was time for a refresh—to reflect, rethink, and communicate who we are today.
To many people, a rebrand is simply a new logo, however it should be the final piece of a much larger puzzle. We spent considerable time reflecting on what matters most to us, and only after we’d defined this did the team at Mustard create the visuals that would bring it to life.
Our primary logo’s lettering takes inspiration from East London’s shop signage, with each letter subtly irregular and unique—truly bespoke, just like the jewellery we craft for our customers.
Our new secondary logo is taken from the postal mark of our area of EC1.
We hope both logos celebrate the rich crafting tradition that defines our work and preserves a sense of heritage we hold dear.
The colours we chose reflect facets of Clerkenwell: the red draws from the brick houses, the green from the local pub tiles, especially The Exmouth Arms, and our charcoal colour embodies our London, a bit in the shadows with real depth.
Selecting typefaces was a journey; we debated, shortlisted, and finally agreed on the perfect blend. We also kept handwriting elements that add a personal, human touch.
Once we settled on the new look, we spent months bringing it all together on a new website. Translating this vision into code was the work of our friends at Stone Barrell, and we’re incredibly grateful for the hard work and dedication they put into it.
So here we are. Unveiling this rebrand has felt a bit nerve-wracking. It’s been a costly venture in terms of time (and money!), especially as we know some of our advocates are accustomed to seeing E.C.One a certain way. The changes are significant; they impact everything—from how we communicate to how we design our jewellery. We hope our rebrand reflects who we’ve become, honours our shared history, and inspires our community by putting our values at the centre.
We’d love to hear what you think.
With love,
Jos, Ali, and the team xx
