Ruffs is a maker of signet rings, established in 1904, and has been a family run business for many generations. Ruffs approached me to bring their brand identity in line with the digital age of 2018 without losing the heritage of 100 years.
Following an initial research phase, I was inspired by the shape and form of older iterations of the Ruffs logo, in regards to the typeface, along side older sketches and versions of the iconic Ruff bird, which is the signet of the Ruff family. The craft came in finding a way to bring these two elements together with carefully selected typefaces and to redraw the Ruff bird so it would survive from a technical perspective. Sharp enough to not only work in print but also resonate on an iPhone screen for a mobile site.