Landor adds new sparkle to De Beers with rebrand

Landor Associates has created a new name and identity for De Beers Industrial Diamonds, launched this week in the hope it will give it greater sparkle in the competitive luxury and hi-tech gem markets.

Re-christened Element Six, based on the fact diamonds are formed from six elements, the first evidence of the comprehensive brand overhaul will be seen on product packaging. By December the Element Six brand will be emblazoned across signage, stationery, staff uniforms and all marketing and advertising materials.

According to a De Beers spokesman the existing brand was associated with the industrial and technology sectors rather than consumer markets. The company, which has licensed LVMH to sell its products to the luxury jewellery market, hopes the identity revamp will broaden the appeal of the product, he says.

‘De Beers has grown organically and through acquisition into a range of diverse and confusing businesses that don’t carry a unified visual identity. And the company is best known for industrial diamonds so there’s an urgent need to re-brand,’ he adds.

In designing a fresh identity, the greatest challenge for Landor Associates was creating an overarching visual language that embraced the company’s interests from industrial to luxury gems, according to Landor Associates creative director Derek Johnston.

‘The decision was taken that association with De Beers was no longer offering any substantial benefits,’ adds Johnston. ‘There was a need for the business to develop a more distinctive and ownable brand to defend and grow its market share in the face of commoditised competition.’

Landor Associates won the Element Six account in October 2001 following a six-way pitch against two Irish and three English rivals. The consultancy will continue to provide guidance on implementation of the identity package.

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