De Beers Brand Identity
In 2009, PBD created the current De Beers brand identity, global advertising and photography style. Our horizon line concept – inspired by the horizon line as a timeless measure of perpetuity with diamonds being gifts received from nature – became the visual identity across the De Beers website, advertising, packaging, print collateral and photography on social media. Our colour palette of Millennium (Midnight) Blue, champagne gold and white and was inspired by an image of the De Beers Millennium Star diamond from The Crown Jewels Scepter. For over a decade, the colour palette has helped the group build a distinctive global brand.
