Urjaa
A brand identity that conveys culture and values
Branding
2015
About
The United Retailers Joint Advisory and Action is a retail consultancy that helps small, family-owned businesses maximize their profit margins. They wanted a brand identity that balanced strength and formality, with approach-ability.
Design concept
The chosen logo-mark was a combination of a flower (to signify growth) and a flame (Urjaa is the Sanskrit word for energy).
The word-mark was a modified version of the name typeset in Perla. Each character was subtly modified to improve the symmetry and balance between the letters.
The combination of these elements is intended to balance strength and formality with approachability.
These visual elements were combined with dark shades of blue and grey to produce the final visual identity.
Collaterals
I designed a few collaterals as well, to bring the new logo and identity to life
