H.Stern experienced sustained growth since 1945, gained worldwide prominence and became a well respected name in the international jewelry industry through constant innovation. The brand's name accompanied this evolution over the six decades of the company's history.

Developed by Neville Brody, one of the most respected names in the graphic design world, the new logo continues to convey the H.Stern ideals of trustworthiness and credibility while injecting modernity and dynamism. It presents H.Stern as the open, audacious company it is. "The logo has a strong character", says Roberto Stern. "It's classic, but with a very sensual, assertive 'S' that will be modern even fifty years from now".

In 2001, the new logo was installed on the facade of H.Stern's flagship store on New York's Fifth Avenue.