Simple But Gold is a jewelry company based in the MENA region making their transition into the North American markets. 
This logo features an interlocked letter ‘S’ and ‘G’, vindictive of “Simple” but “Gold”. A serif font to give it a classy vibe; it is enclosed with a thin oval that has stars/jewels atop of the stroke lines.
This logo represents simplicity yet elegance at the same time; something easy to remember and is easy on the eyes.
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