Simplexpression’s New Wordmark

Simplexpression is my wife’s online jewelry store. Since the initial launch in 2009, I worked closely with her on the branding and the site design and development.

Over the years, I kept refining the wordmark. I wanted it to be simple yet somewhat expressive. Yet I hadn’t quite got there until the latest redesign.

The new wordmark combines Poetica and Adobe Kis, both typefaces designed by Robert Slimbach. Adobe Kis is simple and elegant. Poetica adds a bit of flare to Adobe Kis. Since they were both designed by Slimbach, their proportions and structures matched effortlessly.

I am happy with the new wordmark. I finally found what I had been looking for so many years.