Asprey is a British luxury brand renowned for its jewellery, silverware, and leather goods. Founded by William Asprey in 1781 as a silk printing business in Mitcham, Surrey, the company quickly evolved, first specialising in dressing cases before expanding into a wide range of luxury products. Over the centuries, Asprey has cultivated a reputation for producing high-quality, personalised, and exclusive designs, earning a longstanding tradition of royal appointments.

Following the separation of Asprey & Garrard in 2002, Pentagram was commissioned to design the new Asprey identity, modernising and consolidating the various historic marks that had accumulated over time. As part of this ongoing relationship, Pentagram was invited once again in 2022 to refresh and evolve the Asprey brand identity.

While the 2002 identity was well-recognised and respected, it had not been optimised for the demands of a digital-first environment and lacked the broader asset toolkit needed for today’s diverse brand applications. Having grown into a global luxury brand with stores worldwide, Asprey faced increasing challenges in maintaining a consistent and refined brand presence, particularly across digital platforms. Greater flexibility was needed, but it was equally essential to provide clear, detailed guidance to ensure consistency in implementation.

The refreshed identity introduced a more vibrant, digitally optimised colour palette and a newly created small-use logo designed to complement the core Asprey mark. Alongside these updates, Pentagram developed an expanded suite of assets to support the visual identity, including an extended set of patterns, a frame-shaped graphic device, and Asprey Alphabet—a bespoke typeface inspired by the original logo, designed for use in personalised customer products. Every new element was supported by a comprehensive set of brand guidelines to ensure clarity and coherence across all applications.

Through a careful balance of tradition and innovation, Pentagram has again helped Asprey evolve its brand for a new era—modernising its visual identity while preserving the craftsmanship and prestige that lies at its heart. By creating a refined toolkit of assets, optimised for both physical and digital applications, and providing clear guidance for implementation, Pentagram has ensured that Asprey’s legacy of luxury continues with clarity, consistency, and a renewed vitality.