The Vietnamese jewelry brand Ngọc Thẩm Jewelry, known as NTJ, has revamped its image, striving to maintain a connection to the past while showcasing its new scale. The family-owned company, founded in 1989, has grown over the years into a large chain with 13 stores in southern Vietnam. Now the brand is looking beyond its home market and aiming for recognition abroad.
The new logo was created by the Ho Chi Minh City-based agency M-N Associates. It draws inspiration from the motifs of the store’s original sign, which already featured a crown and a shining star. In the new version, the crown has three points. These represent the company’s core pillars: responsibility, innovation, and results. A stylized four-pointed star is placed nearby. It evokes the brilliance of NTJ jewelry and alludes to Vietnam.
The system turned out to be flexible. The full version of the logo is intended for formal occasions, the abbreviated version is suitable for retail, and the NTJ monogram with a small crown serves as a universal symbol for a broader market. An important part of the update was the custom NTJ Display typeface, created in collaboration with typeface designer Tra Giang Nguyen. It adds a sense of elegance and refinement to the design while maintaining clean lines and a light rhythm.
The color palette is centered on deep raspberry red and gold. Both colors build on the brand’s heritage and evoke a sense of preciousness, luxury, and high status, yet they appear fresher in this new iteration. The entire look is built around the brand’s identity, which is rooted in a strong family history, cultural heritage, and grand visions.