India’s Gem & Jewellery Export Promotion Council (GJEPC) launches its new brand identity


India’s Gem & Jewellery Export Promotion Council (GJEPC) has introduced its new identity aimed at positioning India as a unique destination for gems and jewellery.

“The Gem & Jewellery Export Promotion Council (GJEPC) is a forward-thinking, all-inclusive association that believes in constantly upgrading itself to align with the fast-changing and challenging times,” said Colin Shah, Chairman, GJEPC. “Reimagining its logo is a nonverbal strategy that speaks volumes of the Council’s evolution.”

“The new identity reflects the positioning of putting India on the global stage:  the destination the world turns to for gems and jewellery.”


Agency ANC designed the new GJEPC logo. The circular symbol is representative of India’s ‘centrality’ to the industry, and GJEPC’s authority and importance as an apex body for the industry.

The concentric circles represent a powerful force that radiates outwards from India, reaching out to the world. At another level, the symbol strongly connects to the category: gems and jewellery. The lines represent the facets of a cut gem. The font has the gravitas of an institution; yet has the elegance this category demands. It strikes a perfect balance between classic and contemporary, projecting GJEPC as an authoritative but forward-thinking Council with a contemporary view.GJEPC India