Identica adds sparkle to identity for Astra Diamonds

International diamond company Astra Diamonds has unveiled a revised identity created by The Identica Partnership.

The £100m company appointed the consultancy last May with a brief to reappraise its brand and visual communication style. The existing identity did not reflect its expertise or status accurately and Astra wanted to make the most of its brand, by boosting awareness and stepping up its marketing activity in general within the highly competitive sector, according to a spokesman at Identica.

The revised identity is based on the idea of natural diamonds and reflection, he explains.

The logo features a glow in the letter ‘A’ to emulate the sparkle of a cut diamond and the type is drawn to imply the facets and edges of gems. A shadow reflection across lettering adds depth and intrigue to the identity, while a black and silver colourway is designed to give the brand a ‘sophisticated and professional look’, says an Astra spokesman.

The identity will be rolled out across the entire business, branding all the company’s promotional literature, stationery, a client brochure and a revamped website at

‘Identica has created for Astra a strong new brand identity that communicates its core values and creates a strong reference point for all its brand communications,’ Identica chairman Michael Peters says.

Astra Diamonds was established in 1988, following the merger of Belgian company Fancy Diamonds and Israeli company Grasdiam.

Since then Astra’s primary focus has been sourcing premium quality, natural, rough diamonds through a range of global partnerships, as well as manufacturing and marketing a range of diamonds in various grades, sizes and cuts.

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