The elegant brand identity of Maria Salinas, a Mexican jewelry design shop that specializes in custom pieces in gold and silver, is built from typographic subtraction and a classic, glamorous black-and-gold color scheme. Mexican design firm Anagrama translated the concepts of quality, customization and attention to detail into a simple, refined logo reminiscent of high-fashion branding, and used grid patterns throughout the branding and the shop’s interior design to suggest Salinas’s process of sketching and exchanging ideas with customers as she personalizes their pieces.