Cartier
The Genesis of Icons

History, Design, Culture. These three threads of evolution, present in every one of Cartier’s iconic designs, represent the ways in which Cartier has been at the forefront of our collective imagination for the past 100 years. Beginning with Louis Cartier’s unshakeable creative spirit and vision at the turn of the last century, and present at every pivotal moment since. ‘The great Paris jeweler, Cartier’ continues to this day to inspire the world’s most exceptional people, with icons born of the most important transformational moments of our era.

‘The great Paris jeweler, Cartier’ continues to this day to inspire the world’s most exceptional people, with icons born of the most important transformational moments of our era. Cartier’s obsessive design principles — for the pure line, precise shapes, precious details and technical excellence — has manifested not just in Santos’ legendary reputation, but many of the maison’s pieces in years to come. 

Chapter 1: The Genesis Of Cartier Icons  ︎︎︎
Chapter 2: New York Love By Design  ︎︎︎
Chapter 3: At The Forefront Of Cultural Transformation  ︎︎︎

Design Direction

Cartier’s most iconic designs were each born from formative moments in history, cultural collisions that transformed how we lived then — and now.

Typography/Color

Inspired by the progressive design thinking and traditions of Cartier, we will combine two primary and contrasting typefaces. Leading with a Serif reflects the elegance of Cartier’s designs throughout the ages. This will be juxtaposed with a Sans Serif in the body copy to create an elevated and modern feel.

Taking cues from the official colors of Cartier, the palette will use subdued versions to differentiate the respective characteristics of each chapters theme.