A voice for design: Association of Designers of India
ADI is a network of design professionals, industries, students and educational institutions in India.
Founded a decade ago, the association found itself handing over the reigns to a younger generation of designers. The time seemed appropriate to refresh the brand, and create a strong visual language that could be carried through by the different city chapters.
Slight modifications were made to the previous logo. We opted for a more open geometric typeface, and rounded the edges to give a softness to the logo.
'Madder Red' was chosen as the primary brand colour. It is a colour that is earthy, hard-to-miss, and called the 'queen of natural dyes' in India.
ADI is a professional association of national and international importance. It represents members from all disciplines of design. The brief for the logo design was to remain discipline agnostic, but also be neutral in its visual appeal.
We refreshed the existing logo marginally. Instead, we focused on creating a flexible and scalable system for the brand, that can be implemented by every local city chapter.
The letterform ‘i’ of ADI is designed to be dynamic in digital communication. These dynamic ‘i’s are contributed by the design community.
i = Me / Self/ Individual
i = Every designer in India
i = Individualistic expressions
ADI has local city chapters across India. We had to create a brand system that allowed for flexibility – for the primary ADI logo to be adapted by the city chapters.
We created a system within the main logo unit, that allows the viewer to identify the city easily. Each city can choose either a three-letter acronym, or choose to use the complete name.
MAKING IT SCALABLE
To introduce the new ADI identity, we created a series of short animations that could be shared on social media.
We extended the visual language into stationery, posters, event communication, etc.