Believe it or not, but this is a very, very, very expensive jeweller located inside Singapore Airport.
Apart from the name of the shop being unbelievably naff … the logo design is so disgusting that you fully expect it to be a ‘everything for a pound’ type of shop.
As much as designers have an astounding ability to talk like everything has hidden layers and complexity – they are sooooooo right when they explain that font-design has an amazing ability to deliver a brand perception image to consumers.
Just imagine how differently you would look at this shop if the font-design conveyed elegance, sophistication and exclusivity – rather than the Fisher Price, 1982 look it has now.