Dark

Noir Gold

Noir Gold pairs black with brass and sets the whole thing in serif. Gold goes wrong when there is a lot of it; here it is confined to the action and the accents, so it reads as a detail rather than a theme.

Who it suits

• Jewellery, watches, tailoring, fine dining
• Established practices where age is an asset
• Anyone whose competitors all look like software

What to pair with it

A formal portrait and a logo with fine lines. Serif type and heavy marks tend to fight.

When to pick something else

You are new and want to look it. Black and brass is a claim about longevity.