The CURA identity was developed to express care as a central design principle, both in meaning and in making. As a sustainable jewellery brand, CURA operates at the intersection of ethics, aesthetics, and material innovation. The logo needed to reflect responsibility and softness without losing strength, and contemporary relevance without sacrificing timelessness.

At the heart of the identity is a refined wordmark built around a modern serif typeface. The choice of a high-contrast serif brings a sense of heritage, craftsmanship, and permanence, subtly referencing classical forms and the Latin origins of the name Cura, meaning care, concern, and healing. The typography feels editorial and confident, positioning the brand within a considered, design-led space rather than fast fashion or trend-driven jewellery.

The letterforms are deliberately spacious and balanced, allowing the wordmark to breathe. This openness reflects the brand’s values of transparency and lightness, both in physical product and in ethical approach. The serif structure grounds the logo, while its clean, contemporary execution ensures it feels current and adaptable across digital and physical touchpoints.

A distinctive illustrative element is integrated into the identity, referencing the Roman goddess Cura. This profile mark introduces a human, emotive layer to the system, reinforcing ideas of care, creation, and responsibility. Rather than acting as decoration, the illustration functions symbolically, connecting the brand to its mythological roots and the act of shaping something meaningful from raw material, much like CURA’s jewellery made from recycled plastic.

Supporting logo variations allow the identity to scale fluidly, from full wordmark to secondary lockups and a circular submark. This flexibility ensures consistency across packaging, social media, product markings, and editorial applications, while maintaining strong recognition.

The final identity balances softness with structure, mythology with modernity, and care with confidence. It is a logo system designed to feel thoughtful, sustainable, and quietly distinctive, reflecting CURA’s commitment to responsible design and beautifully made objects that carry meaning beyond adornment.