As we are a third generation opal merchants we have to bring our marketing to the new generation.

Our grandfather who founded the company since 1971 has always made business the old fashioned way, that is, face to face. We now want to change that and sell via the internet to the global market. Firstly we are excited to begin to trade our opals on Ebay. We are also developing our webpage with e-commerce.

So firstly we need the logo to be simple, clear but with a sense of sophistication. Currently with Ebay we need the logo to be able to be identified when the picture of the opal is very small. So the logo has to be identified immediately when the opal has been listed. The logo has to represent trust as there is 41 years of trading, it has continued with the third generation and it is still operating under the same family. We have commercial and collectors quality so it needs to represent prestige as well.

The logo has to be able to attract the young generation too. Currently opal is still mainly appreciated by older people. I would like to have a logo that still compliments this market however with the view to actually begin to attract the younger market.

Little history of Opal. Opal takes million of years to form, and it is formed from a solution of silicon dioxide and water. As water runs down through the earth, it picks up silica from sandstone, and carries this silica-rich solution into cracks and voids , caused by natural faults or decomposing fossils. As the water evaporates, it leaves behind a silica deposit. This cycle repeats over very long periods of time, and eventually opal is formed.

The logo will be marketed globally to the literal sense. We anticipate an other 20 generations will continue to keep Russo Opals alive.