The mark, the wordmark and the standard marks
Everything needed to represent the register accurately in press, partner material and dealer sites. These are the files the site itself runs on, not approximations of them.
The mark
A table-cut stone seen down the table, which is also the bevelled cartouche an assay office strikes into metal. It carries no letters, because the wordmark already spells them. Three cuts exist so the bevel survives as the mark shrinks. Match the cut to the size you are rendering, and set the wordmark alone below 12px.
Girdle, table facet and eight crown facets. The mark as drawn.
Facets dropped, strokes stepped up, so the bevel holds.
A filled ring. At favicon size an outline reads as grey mush.
The lockup
Gems roman, Verified italic. The mark is baseline-aligned rather than centred: its bottom edge sits on the type baseline at 0.78 of the font size, which is what makes it sit rather than float. Keep clear space equal to the height of the mark on all four sides.
Convert the type to outlines before sending the lockup outside the register. The file references Newsreader, which will substitute on a machine that does not have it.
Standard marks
Three tiers, struck rather than bought. They describe a dealer standing on the register. They say nothing about an individual stone, and may not be used as though they do.
An empty punch. The record is compiled from published sources and nothing has been struck yet.
A struck check in emerald. Registration and certification practice have been checked document by document under Level A review, and the standing is current.
The full strike, check knocked out in gold. Standing that includes a live inspection under the loupe. Deliberately terminal: there is no tier above it.
The only mark that keeps the letters, because a maker punch is supposed to carry initials. It appears beside a standard mark and a GV Score on dealer records and certificates, nowhere else.
Download SVGMaker punch, standard mark and GV Score struck together. The only place a number appears in the identity, and it belongs on dealer records and certificates alone. The figure below is a specimen.
Colour
Pine on canvas is the register. Emerald marks verification and gold marks a score; neither is decorative. A colour that is doing no work does not belong on the page.
Typography
Two families and a mono, all set in sentence case. The register does not raise its voice.
Social avatars
Square with no radius, because every platform applies its own crop. The mark sits at 56 per cent of the tile so it survives a circular mask.
Verified dealers draw their own embeddable marks, carrying their name and GV Score, from the dashboard. How verification works
Using the marks
The identity is flat-struck. Most of what follows exists to keep it that way.
- DoSet the mark on canvas, paper or pine, and leave clear space equal to its own height around it.
- DoMatch the cut to the rendered size: full at 40px and above, mid from 20 to 39, micro below 20.
- Do notRender the mark on pure white, or apply a shadow, gradient or glow to it.
- Do notRedraw, rotate, stretch or recolour the mark outside the palette above.
- Do notUse a standard mark to describe a stone, a listing or a transaction. The marks describe dealers.
- Do notApply a standard mark to a business that does not hold that standing on the register.
For the record
- Name
- GemsVerified, one word, capital G and capital V. GV on second reference.
- Operator
- Zaffirro Ltd
- Company number
- 16498637, registered in England and Wales
- Registered office
- 128 City Road, London, EC1V 2NX
- Domain
- gemsverified.com
- Press
- hello@gemsverified.com
GemsVerified is an independent register. It is not a laboratory, an appraiser or a party to transactions, and it does not certify individual stones. Please do not describe it as any of those.