Initial brief
The clients had began their first real estate development "Peepal Tree" designed by Neoverge Architects. Neoverge suggested to the clients about creating a real estate brand under which they can launch all their developments. Thus, Neoverge Architects and I started the branding exercise.
A little comic illustrating this initial meetings and discussions
Naming the Brand
After the discussions with the founders, We understood the essence of their vision for brand is "modern yet conservative" or "organic yet modern". It is the attitude to take the goodness of past and bridge it with the goodness of modern methods.
After the discussions with the founders, We understood the essence of their vision for brand is "modern yet conservative" or "organic yet modern". It is the attitude to take the goodness of past and bridge it with the goodness of modern methods.
We did a linear design process of brainstorming, categorizing and selecting a set of possible names. Additionally, we had collected exhaustive list of competitors to negate the options which sounded similar.
The above PDF contains 24 selected name list.
As the clients had great exposure in the field, it didn't take much time for them to narrow down to Auranya
Visual identity
Now we headed out to create the brand's visual identity. The name itself contained the essence of the brand and gave us the scope and direction for the visual identity
Several logo explorations were done, filtered and categorized. In Parallel, we had built an exhaustive list of competitor's visual identity which was used to eliminate those logo explorations which looked similar. Finally a list of potential identities (See the below PDF) was presented to the clients along with the above process.
The above PDF contains the selected list of logo explorations
There was little discussion before we selected "Buddha/Tree" as the visual accompanied by the "swanish" logotext. But the original face/tree logo needed some refinement. Thus we had the final visual identity (see below)
