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About

Brand identity design for the indian dance company Hamesha Indian Dance.
Published:
00. The briefing: 
 
The traditional indian dance company -not bellydance, that's a common mistake- Hamesha Indian Dance, from Valencia, contacted me to design a logo for them.
 
After talking for a bit, we concluded that what set them apart from all their competitors is that they have a much more classical Indian style. I had, then, to create an image that could have been created by an indian designer 200 years ago, but that at the same time worked in Valencia nowadays.
 
01. Research:
 
The challenge here came from the exotism of the sources. Finding indian design on the internet in 2011 was much more complicated, so I had to complement my research witn Bollywood movies, indian clothing shops and the like. I came up with some patterns:
 
1. The typical Indian drawings are elaborated and comprised by many fine lines, almost always curves. This is a serious problem for logo design, because the you can't see the fine lines well at small sizes (and we have to pull it off without looking like a blur) and because if we fit many lines it gets too complicated (and of course, the more complicated it is the harder it is to recognize and remember). Bit there's always something that can be done.
2. There's a lot of motive repetition, in symmetrical and not so symmetrical forms.
3. Some specific motives were repeating a lot:
 
· The mangoprint, which is the basic shape for kashmir, is everywhere. Even in the drawings of trees the leafs are mangoprints.
 
· Lotus petals and flowers. They're repeated even in architecture: ¿have you noticed the Taj Majal's roof is shaped like a lotus petal?
 
· Elephants with their snotes pointing upwards, they're supposed to bring good luck.
4. The mandala (let' say, symmetrical feomatric shape inscribed in a circle) is also very recurring and integrates very well in Indian graphics. I was decided to make a round logo in order to get it in the designs as organically as possible.
02. Sketching:
 
I started by sketching the most obvious ideas first, just to get them out of my system:
Some of these ideas were kind of usable, but just not traditional Indian enough. It had to be abstract. I started working on the letters:
Until I decided to encapsulate everything inside a circle, in order to reference a mandala.
 
02. Polishing:
 
I was polishing the curves until I hit the precise shape:
There's several reasons why I think this shape is ideal:
 
· Made of thin, curve lines, like classic Indian design, but not so thin that it stops working as a logo in small sizes.
 
·It says hid, which stands for Hamesha Indian Dance.
 
·The shape also looks like two elephants with their horns pointing upwards, a very recurring indian representation.
 

·The counterforms (the empty spaces) make mangoprint and lotus petal shapes.
 
 
·The central dot reminds of the one that the Hindu women draw on their foreheads (and that also Hamesha draws on themselves when they go dance) which is very characteristic. It's not completely obvious, but it doesn't need to be either.
It also let me play with the applications, but we'll see that a bit later.
 
About the colors, I decided they'd probably want to make variations. Such as:
03. Applications:
 
Since in the end they didn't want to use it we didn't really apply it all that much. I did however prepair two applications that I really like.
On this poster you can also tell that my idea was to use the horizontal line across the name and extend it all across the posters.
 
After this they decided to use another logo that I also made, baased on a much more specific idea that thay had; but I still think this one os a lot better.
After this they decided to use another logo that I also made, baased on a much more specific idea that thay had; but I still think this one os a lot better.
 
Thank you!
 
I really hope you like my work! If you want to contact me to ask me anything or want me to do any work for you, my email is ManuelDomGar@Yahoo.es