Association of Designers of India
A voice for design in 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.
The Older Identity
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.
Our Approach
The brief for the new logo design was to remain discipline agnostic, but also be neutral in its visual appeal.We refreshed the existing logo only marginally. Instead, we focused on creating a flexible and scalable system for the brand, that can be implemented by every local city chapter.
Madder Red
Madder Red provides a strong colour identity to the brand. A colour that is earthy, hard-to-miss, and called the 'queen of natural dyes' in India.
Making it scalable
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.
Patterns
We created a set of patterns that can be used across the brand's communication material. Adaptable, and flexible to use in multiple ways.
Adding dynamism
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/ Individuali = Every designer in Indiai = Individualistic expressions
Launch Communication
To introduce the new ADI identity, we created a series of short animations that could be shared on social media.
Team
Design
- Seema Seth
- Manu Neelakandhan
Client
- Ashish Deshpande
