This is the 3rd submission for the “5-in-5” Major Studio.
This is my first month of formal design education, and the burst of ideas that were hitting me were mostly self-inspired. I spent my few weeks making things that I wanted for myself, that I want to use and that I want to see. I was keen to get into something I would otherwise not think of at all.
Fortunately this week, I got a request from a friend to design a logo! I jumped to it! He is in the process of releasing his podcast back in India, and so he and his friends were looking for visual branding. FYI, I have never subscribed to any podcast before.
The idea was defined. He was very specific in his request. They were two brahmins (a well-known Hindu caste) and a Singh (a very popular surname or group of Sikhs, generally from Punjab or New Delhi). In his description of the request, it was clear that they wanted a logo that represented them. Here were the specifics:
- They wanted minimal font.
- Mic, coffee, lassi ( a well-known drink made of curd, especially popular with Sikhs and in North India) was to be included.
- They did not want a turban to be incorporated because the Sikh person here, does not adorn one.
- They were ok to use any other symbolic gestures in terms of making their identity.
I liked this idea, it was fresh, it was something I never would think of and also, this wasn’t exactly a typical logo, because the title was long, and the focus was on the title than a symbol, like one would use on a physical product that you would sell.
I started off with a pen to paper and scribbling the title again and again. I took multiple looks at the alphabets, tried to identify a pattern. Well, then the flow of ideas hit you, as shown below.
I was concerned about the placement. We have square-ish images to be used in display pictures today on any social media platform, but we also have rectangular ‘cover’ photos. Hence I wanted to get the placement right and then work around building symbolic touches into it. Below are some images of my rough sketches as I thought through this. My thoughts are summarised after.
- I definitely wanted to use the mic and the “Brahmin Tilak” (described below). I found a perfect match there.
- I tried to put the coffee and also the lassi glass, but somehow I could not fit the lassi in. I also felt it was too many additions and wasn’t necessary. I kept the coffee glasses simple with just the steam, as I ran a quick survey with initial sketches with my friends who had no context. I asked to identify all the physical things that they can see easily and they all responded with tea/coffee and mic. Hence it was not needed to make the coffee glasses look more real.
- I was happy to stick the ‘Singh’ word onto a line above, which makes it look like ‘Hindi’ language (see below). This also gives an overall Indian feel to the entirety.
- The inverted “i” or the exclamation mark represents them talking, making statements, commentary.
- Since the ‘Brahmins’ are being represented by the tilak, I also wanted to add some symbolization for the ‘Singh’ and hence went with the traditional mustache, that they generally sport.
I understand that I need to explain the Indian context here. Brahmins are a caste of Hindus, predominant all over India. They are known to be religious and sometimes orthodox too. They are looked upon as the “priestly” class. The tilak is a mark of faith which again varies based on the God or Goddess or the region or the customs the Brahmins they follow. I interlinked the “three-line-tilak” with the mic, subtly.
Also, just for your information, below is the Hindi language written in Devanagari script. Every word in Hindi is sealed with a top line, and hence I added that slight touch, on the “Singh” word because ‘Singh’s mainly live in North India where Hindi is the popular language.
- Sprint through the day and finish the project. All work stops by 11 pm and only documentation is allowed after.
- Do not spend more than 2 hours in research/ study. Spend at least 1 hour on the plan.
- No back and forth with the client, until the first final draft. Save feedback for future iterations.
- Focus on the essential output only, and add details if time allows.
- Take photos/screenshots whenever possible as you may lose proof of concepts during the one-day sprint. This will help faster documentation.
- Resist new softwares / code / assistance / suggestions. Go totally solo.
- I worked to create my first full draft that includes all the basic elements requested. I did drop some as I felt that would populate the aesthetics and are unnecessary. This was communicated to the client as well.
- Take a free font and work around that just to create a sense of direction where the logo is headed.
- I am glad I could make a basic, original, fresh, logo within a day that pretty much covered all main points of what was requested.
- The initial round of feedback from the client was positive.
- I do not have any immediate improvements here and my clients liked it, but I do want to work on this gradually with the client feedback. I have also kept my client informed of the process and the timelines to deliver the final product.
- Note: The structure of typography was inspired by Hogish Font in my research to capture the perfect font feel.
The two brahmins are Rishi and Anoop, and the Singh is Tanuj. Every letter with dashed lines (tilak) represents their initials, T, R and A. The R, of course, has the mic, also with the dashed line or tilak. The ‘W’ has the two coffee glasses and the Hindi style and mustache is embodied in ‘Singh’. Subscribe to their podcast here.