For this jeweller, process was an important part of their branding. By including the hammer used in jewellery making and portraying it in a more ornamental manner, the very tools become a work of art. It was important that this logo had a competitive edge against other jewellery brand logos which all follow a certain style while still being able to be recognised as a jeweller. The serif font chosen was to relate to the craftsmanship in this field as serif fonts tend to have embellishments and details that to some seem unnecessary but in reality are very important, much like in jewellery making.