OVELLE · Fine jewelleryTel Aviv, since 1998

Brand GuidelinesBrand Guidelines · v1.0 · 2026

Version: 1.0
Issued: September 2026
Chapters: 12
Prepared by: Libra Intelligence

Chapter 01

Brand

What OVELLE is, what it holds to and who it is for, in the words the house uses itself.

01.1Positioning
01.2Values
01.3Audience
01.4In one sentence

01.1Positioning

One paragraph. Use it as written in press material and introductions.

OVELLE is a fine jewellery house with its own atelier in Tel Aviv. Since 1998 it has made rings, earrings, necklaces and bracelets in 18k gold, set with diamonds that are chosen one at a time and certified by GIA. The oval is the house cut. Every piece is finished by hand in the atelier and sold from the boutique and online, with insured delivery to the door.

01.2Values

Three values. Each is a decision the house makes every day, not a slogan.

01
Made by hand
Every piece is set, polished and checked in our own atelier, by the people who designed it.
02
The oval
One cut, studied since 1998. It gives the house its name and its monogram.
03
Restraint
Nothing is added that the stone does not need: no extra claws, no ornament, no noise.

01.3Audience

Who OVELLE writes for, and what they expect from the house.

Who: People marking a moment that matters: an engagement, a wedding, an anniversary, a birth. And those who would rather own one good piece than several.
What they expect: To be told plainly what they are buying: the metal, the carat weight, the certificate, the price.
Where they meet us: The boutique, by appointment. The website. The box that arrives at the door.
What they do not want: Pressure, countdowns, discounts, or being told how to feel.

01.4The brand in one sentence

For the first line of a press release, a caption, or the boutique window.

OVELLE in one sentence

OVELLE makes oval-diamond jewellery by hand in Tel Aviv, and says plainly what each piece is.

Chapter 02

Voice & tone

The house speaks the way a good jeweller speaks across the counter: calmly, precisely, and only about what is there.

02.1Principles
02.2Tone by context
02.3House style

02.1Principles

Four principles, each with a line to use and a line to avoid.

01
Name the thing
Say what the piece is before anything else: form, metal, stone, weight.
Do
Solitaire ring in 18k yellow gold with a 1.2 ct oval diamond.
Don’t
A dazzling symbol of timeless love.
02
One fact over three adjectives
A fact can be checked; an adjective only asks to be believed.
Do
Each diamond is chosen by hand and comes with a GIA certificate.
Don’t
Exquisite, luxurious, unforgettable craftsmanship.
03
Calm, never urgent
The house does not hurry anyone. No countdowns, no exclamation marks.
Do
Cleaning, polishing and resizing are included for life.
Don’t
Hurry! Only 3 left — don’t miss out!
04
Speak to one person
Write to the person who will wear the piece, directly, as in a letter.
Do
Your ring is ready. You can collect it from the boutique on Thursday.
Don’t
Dear valued customer, your order has been processed.

02.2Tone by context

The voice stays the same; the register moves a little with the occasion.

Context	Register	Example
Product page	Precise, complete	Lune. Pendant in 18k yellow gold with a 0.5 ct pear diamond, on a 42 cm chain.
Client service	Warm, direct	Thank you for your order. It leaves the atelier on Tuesday, insured, and the tracking number will follow by email.
Campaign	Spare, one idea	Soleil. Since 1998.
Social	Short, factual	Étoile studs, 1 ct in total, set in the atelier this week.
Boutique	Spoken, unhurried	Take your time. We can size the ring while you wait.

02.3House style

Small rules that keep every text consistent.

Item	Write	Avoid
Carat weight	1.2 ct	1.2ct · 1.2 carats
Gold	18k yellow gold	18K gold · gold 750
Prices	$5,100	$5,100.00 · from $5K
Names of pieces	Soleil, Lune, Rive	SOLEIL · soleil
Punctuation	Full stops. No exclamation marks.	!! · … · capitals in a sentence
Spelling	British: jewellery, colour, centre	jewelry · color · center

Chapter 03

Logo

Three marks: the wordmark, the lockup and the monogram. They are drawn, not typed, and are only ever used from the master files.

03.1Logo family
03.2The idea
03.3Construction
03.4Clear space
03.5Minimum size
03.6Colour versions
03.7Misuse

03.1Logo family

The wordmark is the primary logo. The lockup is for formal and ceremonial uses; the monogram is for small spaces and objects.

Primary · WordmarkWebsite header, advertising, bags, every first appearance.

Secondary · LockupCertificates, invitations, the boutique door.

Mark · MonogramRing box lids, the wax seal, favicon, social avatar.

03.2The idea

One line to explain the logo to anyone who asks.

The O and the V of the name, set one inside the other: an oval stone held in its setting.

The wordmark is drawn with a sharp contrast between thick and thin strokes, as in engraving. The O is an oval, a little taller than it is wide, and the letters are spaced wide so the name reads at a distance.

03.3Construction

Drawn on the cap height, H = 712 units. Round letters overshoot the cap line and the baseline so they look the same height as the straight ones.

Cap heightH = 712 units. Every other measure is given against it.
ContrastStem 111 to hairline 14: about 8 : 1, the contrast of an engraved line.
Letter spaceAbout ⅔ H, set by eye: the V sits closer, the E and L wider.

The O696 × 745: an oval, not a circle.
The VIts apex sits on the axis of the O and 45 units below it.
OverlapWhere they cross, the O is cut back so the V stays whole.

03.4Clear space

Keep this space free of text, edges and other marks. It scales with the logo.

WordmarkH, the cap height, on every side.

MonogramHalf the width of the O.

03.5Minimum size

Below these sizes the hairlines break up. When space is short, use the monogram instead of the wordmark.

Wordmark

Digital: 80 px
Print: 20 mm

Monogram

Digital: 16 px
Print: 5 mm

Foil

Monogram: 10 mm
Wordmark: 30 mm

03.6Colour versions

Ink on light grounds, Paper on dark grounds and photographs, Platinum only as foil. Nothing else.

Ink on PaperThe primary version.

Paper on InkNight pages, film titles.

Ink on StonePanels and product grounds.

Paper on photographOnly on a calm, dark area.

Platinum on InkFoil only: box lids, certificate.

Platinum on PaperFoil only: bags, cards.

03.7Misuse

The logo is never redrawn, re-set or decorated. Six things not to do.

Do not stretchScale it in proportion, from the corner.

Do not use tintsInk at 100%, never a grey tint of it.

Do not outlineThe logo is always a solid shape.

Do not rotateIt sits on the horizontal, always.

Not on busy imagesPlace it only where the image is calm.

No effectsNo shadows, glows, bevels or gradients.

Chapter 04

Colour

A black-and-white house. Ink and Paper carry almost everything; two greys hold the space between them; Platinum appears only as foil.

04.1Palette
04.2Proportion
04.3Accessible pairings

04.1Palette

Values for screen, print and the nearest Pantone reference. Check Pantone against a printed swatch before approving a proof.

#141414
Ink
Type, the logo, the ring box.
HEX
#141414
RGB
20 20 20
CMYK
0 0 0 92 · solids 60 40 40 100
Pantone · nearest
Black 6 C
#FFFFFF
Paper
Pages, the gift box, bags: the ground of everything.
HEX
#FFFFFF
RGB
255 255 255
CMYK
0 0 0 0
Pantone · nearest
Bright white uncoated stock
#F6F6F6
Pearl
The second surface: product grounds and panels.
HEX
#F6F6F6
RGB
246 246 246
CMYK
0 0 0 3
Pantone · nearest
Cool Gray 1 C at 20%
#EDEDED
Stone
Image placeholders, tissue, quiet fills.
HEX
#EDEDED
RGB
237 237 237
CMYK
0 0 0 7
Pantone · nearest
Cool Gray 1 C at 40%
#6F6F6F
Graphite
Secondary text, captions, data.
HEX
#6F6F6F
RGB
111 111 111
CMYK
0 0 0 64
Pantone · nearest
Cool Gray 9 C
#A7A9AC
Platinum
Foil only. On screen, only to show where foil goes.
HEX
#A7A9AC
RGB
167 169 172
CMYK
foil only
Pantone · nearest
877 C Metallic

04.2Proportion

Roughly how much of each colour a typical page or object shows.

581814631

Paper58%
Pearl18%
Ink14%
Stone6%
Graphite3%
Platinum1%

04.3Accessible pairings

Contrast ratios are calculated live on this page (WCAG 2.2). Running text needs AA, 4.5 : 1; text over 18 px needs 3 : 1.

Ink on Paper

All text.

—AAAAAAA 18+

Paper on Ink

All text.

—AAAAAAA 18+

Ink on Stone

All text.

—AAAAAAA 18+

Graphite on Paper

Captions and data.

—AAAAAAA 18+

Graphite on Pearl

Captions, 14 px and up.

—AAAAAAA 18+

Platinum on Paper

Never for text. Foil and rules only.

—AAAAAAA 18+

Chapter 05

Typography

Two typefaces. EB Garamond speaks: names, sentences, materials. Jost labels: navigation, prices and the small print, always in capitals.

05.1Typefaces
05.2Type scale
05.3Specimen
05.4Rules

05.1Typefaces

Both are open source (SIL Open Font License) and served from Google Fonts. Hebrew pages use Frank Ruhl Libre and Assistant in the same roles.

EB Garamond

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789 & ct $

Role: Names, sentences, headlines
Weights: Regular 400 · Medium 500
Design: Georg Duffner, Octavio Pardo
Hebrew: Frank Ruhl Libre

Jost

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789 & $ ·

Role: Labels, navigation, prices
Weights: Regular 400 · Medium 500
Design: Owen Earl
Hebrew: Assistant

05.2Type scale

Measured live from the styles on this page. On smaller screens the sizes step down; the proportions stay.

Display
Campaigns, the cover
Soleil, since 1998
Size
—
Leading
—
Tracking
—
Weight
—
Title
Section titles, in capitals
The Soleil Collection
Size
—
Leading
—
Tracking
—
Weight
—
Heading
Product names, pull quotes
A single oval diamond on a fine band of gold
Size
—
Leading
—
Tracking
—
Weight
—
Lead
Openings
Every OVELLE creation is made in our Tel Aviv atelier, from the first sketch to the final polish.
Size
—
Leading
—
Tracking
—
Weight
—
Body
Running text
Each diamond is selected by hand and accompanied by a GIA certificate. The band is cut to disappear under the stone.
Size
—
Leading
—
Tracking
—
Weight
—
Label
Navigation, buttons, prices
Add to bag · $5,100
Size
—
Leading
—
Tracking
—
Weight
—
Caption
Captions, notes, legal
Soleil solitaire, 18k yellow gold, 1.2 ct oval diamond.
Size
—
Leading
—
Tracking
—
Weight
—

05.3Specimen

Text set as it appears on the website.

The Atelier

Made in Tel Aviv since 1998

Every OVELLE creation is made in our atelier, from the first sketch to the final polish. Each diamond is selected by hand, examined under the loupe and accompanied by a GIA certificate: D to F colour, VVS clarity.

The gold is 18 karat, cast and finished in the same room. Engraving is done by hand, inside the band: initials or a date, nothing longer.

Measure: 60–72 characters
Alignment: Start of line; titles centred
Paragraphs: One line of space, no indent
Hyphenation: Off

05.4Rules

How the two faces behave together.

Capitals
Jost only, tracked +0.14 to +0.18 em. EB Garamond is never set in capitals. Hebrew has no capitals: labels use Assistant 500 without tracking.
The Atelier
Numerals
Lining figures for prices, carats and dates; tabular figures in tables and lists.
$5,100 · 1.2 ct · 1998
Emphasis
No bold and no underline in running text. Emphasis comes from order and space.
Order, then space.
Line length
60 to 72 characters. Titles are centred; running text starts at the line’s edge.
60–72

Chapter 06

Grid & layout

A twelve-column grid with wide margins and an 8-point spacing system. Space is the most expensive material on the page.

06.1Page grid
06.2Spacing
06.3Breakpoints

06.1Page grid

Desktop: 12 columns, 56 px margins, 24 px gutters. Phone: 4 columns, 20 px margins, 16 px gutters. Switch the grid off to see the page as it ships.

06.2Spacing

Every distance is a multiple of 4, and almost always of 8.

4Icon to its label
8Label to value; the base unit
16Inside a component
24Gutter; between tiles
32Between related blocks
48Between groups
64Section spacing on a phone
96Section spacing on desktop
128Before a new chapter

06.3Breakpoints

Margins and columns by screen width.

Screen	Width	Columns	Margin	Gutter
Desktop	≥ 1280 px	12	56 px	24 px
Laptop	1024–1279 px	12	40 px	24 px
Tablet	768–1023 px	8	32 px	16 px
Phone	< 768 px	4	20 px	16 px

Chapter 07

Photography

The photographs are calm, bright and exact. The piece is the subject; light and skin are there to show it.

07.1Principles
07.2Selects
07.3Not us

07.1Principles

Three decisions to make before every shoot.

01
Light
Soft daylight from one side, one clean highlight on the metal. No coloured light, no flare.
02
Ground
Pale neutral grey, white, or black cloth. Never cream, sand or wood.
03
Composition
One piece, centred or on a third, with room around it. Skin close, and no jewellery that is not ours.

07.2Selects

Approved images from the current library, and what makes each one right.

Soleil solitaire on a pale grey ground — **Packshot**Pale grey ground, three-quarter view, one highlight.

The Lune pendant worn — **Worn**The piece at the centre; the face out of frame.

Portrait with rings, hand at the face — **Portrait**Daylight, bare skin, the hand close to the face.

A jeweller at the bench in the atelier — **Atelier**Real hands and tools, in black and white.

Macro of the oval diamond and its claws — **Macro**The stone fills the frame; the claws are sharp.

A ring being cleaned with gloves and cloth — **Service**Gloves, cloth, a black tray: care shown as a ritual.

07.3Not us

Three things the photography never does.

Warm filters and golden light
Sunset tones turn white gold yellow and diamonds brown.
Props and petals
Rose petals, champagne and silk compete with the piece.
Posed smiles to camera
Stock gestures read as advertising, not as a house.

Chapter 08

Packaging

One system from the counter to the door: the ring box, the gift box, tissue and seal, the bag, and the certificate that goes with every diamond.

08.1The system
08.2Ring box
08.3Gift box dieline
08.4Finishes

08.1The system

Every item, its material, its finish and its size in millimetres.

Item	Material	Finish	Size
Ring box	Wood core, black lacquer, black velvet insert	Platinum line at the seam; monogram in foil on the lid	64 × 64 × 50
Gift box	2 mm greyboard wrapped in white paper, 157 gsm	Monogram in foil, 40 mm; black grosgrain ribbon	150 × 150 × 110
Tissue and seal	White acid-free tissue, 17 gsm, monogram pattern in Stone	Black ribbon; round white seal, 40 mm, with the monogram	500 × 750
Shopping bag	White board, 250 gsm, matt	Wordmark in foil; black cotton handles	S 200 × 90 × 250 · L 320 × 120 × 380
Certificate	Cotton paper, 300 gsm, in a folder	Blind emboss; wordmark in foil	148 × 210
Card and envelope	Cotton card, 600 gsm; black envelope	Letterpress wordmark; white wax seal	110 × 160

08.2Ring box

A two-part hinged box. The seam carries a single platinum line; the lid carries the monogram in foil. Dimensions in millimetres.

Ring boxBlack lacquer, platinum line.

08.3Gift box dieline

The lid wrap, printed flat and turned over 2 mm greyboard. The base follows the same construction at 110 mm deep.

Gift boxWhite wrap, black grosgrain.

08.4Finishes

Specifications for the printer and the atelier.

Foil

Process: Hot foil, single hit
Colour: Platinum, nearest Pantone 877 C
Deboss: 0.15 mm
Minimum: Monogram 10 mm · wordmark 30 mm

Ribbon

Material: Silk grosgrain, black
Width: 38 mm gift box · 15 mm ring box
Bow: Tied by hand, loops 60 mm
Tails: Cut at 45°, 70 mm

Seals

Tissue: Printed round seal, white, 40 mm
Envelope: Wax, white on black, 25 mm
Matrix: Monogram, brass
Mark: Monogram only, never the wordmark

Chapter 09

Applications

The identity at work: the boutique, the boxes, the paper and the moment of giving.

09.1In use

09.1In use

Photographed objects from the first production run.

Boutique facade

Gift box and ring box

Opening

Ring box

Shopping bags

Certificate and care booklet

Card and envelope

Tissue and seal

The appointment room — **Appointment room**

Chapter 10

Digital

The website, social templates and email: the same type, colour and grid, built for the screen.

10.1Website
10.2Social
10.3Email

10.1Website

Screens from the concept site. Select a screen to open it.

HomeCampaign film, then the collection.

PhoneDesigned on its own.

Specification

Built from the same parts as the book: nothing on the site is drawn twice.

Header76 px · 64 px on scroll
Wordmark169 px wide
TextEB Garamond 17 / 26
LabelsJost 11 px, +0.18 em
Grid12 col · 56 / 24
Motion0.6–1.4 s, one curve

SoleilThe collection page.

10.2Social

Three Instagram templates, 1080 × 1350. One image or one fact, the wordmark, nothing else.

Soleil

Solitaire ring in 18k yellow gold
1.2 ct oval diamond

Tel Aviv · Since 1998

AnnouncementOne fact on Ink.

**Campaign**Film still with the wordmark.

10.3Email

Header and first screen of the newsletter, 600 px wide.

FromOVELLESubjectThe Soleil Collection

New collection

The Soleil Collection

Drawn in 1998 in our Tel Aviv atelier: a single oval diamond on a fine band of gold, four claws and nothing else.

Discover Soleil

OVELLE · Tel Aviv · Unsubscribe

Chapter 11

Motion

Things arrive slowly and stop softly. One curve, a narrow range of durations, short distances.

11.1Principles
11.2The curve
11.3Logo and page

11.1Principles

The rules behind every movement on screen.

01
One curve
cubic-bezier(.22, .61, .36, 1) for everything that enters. Nothing bounces, nothing overshoots.
02
0.6 to 1.4 seconds
Short for controls, long for images and the logo. Never faster than 300 ms.
03
16 pixels, no more
Elements rise 16 to 24 px as they fade in. Images settle from 105% to 100%.

11.2The curve

Fast out of the start, long and quiet into the stop. Compare it with a straight line.

cubic-bezier(.22, .61, .36, 1)

linear

cubic-bezier(.22, .61, .36, 1) · 1200 ms

11.3Logo and page

The logo reveals from left to right, the way it is read. Pages change with a single wipe.

Logo reveal · 1750 ms

Page transition · 900 ms

Chapter 12

Downloads

The guidelines and the logo files. Use only these masters.

12.1Files

12.1Files

Brand guidelines
PDF · A4 landscape · 52 pages · 2.8 MB. The whole book, chapter by chapter, for print and for suppliers. In English.
Download PDF
Logo package
- ovelle-wordmark.svgWordmark · Ink
- ovelle-wordmark-white.svgWordmark · Paper
- ovelle-monogram.svgMonogram · Ink
- ovelle-monogram-white.svgMonogram · Paper

Version 1.0, issued September 2026. Prepared by Libra Intelligence, Tel Aviv. OVELLE is a concept house created to show the studio’s identity work.

Brand GuidelinesBrand Guidelines · v1.0 · 2026

Made by hand

The oval

Restraint

Name the thing

One fact over three adjectives

Calm, never urgent

Speak to one person

Ink

Paper

Pearl

Stone

Graphite

Platinum

Made in Tel Aviv since 1998

Capitals

Numerals

Emphasis

Line length

Light

Ground

Composition

Foil

Ribbon

Seals

The Soleil Collection

One curve

0.6 to 1.4 seconds

16 pixels, no more

Brand guidelines

Logo package