Firesq
Script f’s, drawn into a diamond — an identity for a fine-jewelry house
Firesq is a family-owned Romanian jeweler. Since 1994 it has made engagement, wedding and diamond rings by hand, the founding family carrying forward the craft of master jewelers piece by piece. By 2012 the business had a real reputation for that craftsmanship, but its public face no longer matched it: the identity it wore said far less about the work than the work itself did. The decision the owners faced was a small business’s version of a large one — whether to let a dated mark keep undercutting the quality clients felt in the hand, or to give the workshop a brand worthy of what it actually made.
Brandient’s answer made the brand’s own initial do the work. The symbol is drawn from the script "f" of Firesq, the letters composed and mirrored until they close into the shape of a diamond — the brand’s name becoming, at a glance, the stone it sets. It tells a customer "jeweler" before a single ring is shown, and it ties the mark directly to the maker rather than to the generic sparkle-and-serif of the category. Carried in a restrained black-and-white palette, the same diamond signs the wordmark, the packaging, the shopfront, the website and, finally, each individual piece — so the identity reads as one disciplined hallmark from the street to the ring, and the craftsmanship Firesq had built over two decades at last had a face equal to it.
Client:
Firesq
Industry:
Retail and Consumer Services
Project type:
Design Upgrade
Date:
2012–2013
Services:
Brand Name, Narratives and Voice
Logo and Visual Identity Program
Packaging Design
Other featured projects
News radar
Join the Brandient community! Stay in the loop with innovative branding insights, exclusive design content, and inspiring case studies.
Stay in touch with Aneta's latest opinions — articles, interviews, and podcasts — on entrepreneurship, marketing, branding pioneering, leadership, and culturally meaningful current events.
Brandient Radar is a select and non-intrusive, low-volume newsletter.
Follow our flight path — sign up for our Radar newsletter today!
get in touch
Client? contact us
5 Mendeleev Street, 3rd floor,
Bucharest 010361
Expert? Join Us
Are you brimming with talent and unshaken by challenges? Then, consider this your invitation to join our elite team, dive into complex problems, and have the opportunity to see your work make a mark far and wide.
Please submit your cover letter and relevant credentials:
Click to e-mail Brandient Careers.
friend? follow us
Copyright © Brandient 2002–2026. All Rights Reserved.