We’ve outgrown our old clothes, started looking and feeling better. So it’s time to play the part. This post is about a new skin to our crazy old soul.
New roads, hidden paths,
backstage & secret gates
high streets, college corridors
hospital alleys, Hotel lobbies
highways & mountain bends
flea streets, party districts
beach walks, tough treks
Surf tunnels & temple steps
rooftops, front rows
skate parks & dance floors
Road goes ever on and on
down from the door where it began.
Lord of the rings
There isn’t one Rasta that the young take, so there isn’t one to reach them. Sometimes they make their own way, sometimes they follow the path of least resistance.
We feel brands have a role to play in youth culture & our mandate is to help them identify it, change it, build it.
Over the last 4 years of our operations, we’ve been described as “Creative” & “Energetic”.
The difference between us and most of our contemporaries is that we rate our audience highly. We think they are smart & we shouldn’t bullshit them with Photoshop tricks and click bait ideas. So, most of our successful endeavors have been honest & long term brand building. Whether it is strategically shifting Delhi Daredevils’ focus away from on-field performances to region-centric or Hokey Pokey’s laser-sharp targeting taking it from being a parlor based ice-cream brand to a recognized FMCG company expanding product lines; we have tailor-made strategies that work for every single brand we work with.
As a modern-day communications company, we treat every project with an open mind. The polymorphous & fast moving nature of youth segment wouldn’t accept it any other way.
For he that gets hurt
will be he who has stalled..
In the spirit of constantly changing times, we have developed a new identity for ourselves.
The tougher task was to manage the irony of keeping it timeless yet relevant.
The solution was for it to be versatile enough to project the variety of work that we do and our philosophy towards building brands.
We started with the logo. While doing so we went through everything from textbooks such as Thinking with Type by Ellen Lupton, Type Matters by Jim Williams, Logo Design Workbook by Noreen Morioka and Sean Adams. We also observed classic logos and logotypes like IBM, UPS, FedEx, Coca-Cola, Walt Disney.We were, however, most inspired by several athletic chic brands that have the toughest task of staying of utility and style to the millennial populace and now the Snapchat generation. Obey, Supreme, Banksy, Vans, Adidas, Nike, Dope, Supra are definitely design giants whose shoulders we stand on. They dig into and are now themselves embedded as subculture symbols. Furthermore, our mood boards were an ode to Art inspired by music – hip-hop, punk rock, psy-rock, indie, countless blogs and Instagram profiles.
While brainstorming what it means to be Rasta we arrived at the idea that our logo shouldn’t have a symbol, as it might restrict the audiences’ view of our work. A minimal and classic wordmark would allow us diverse representation. Comprehension was hygiene as we are going to be present on all media types. A bold, clean and legible sans serif which looks familiar but young.
The logo needed something to support the typography, so we started experimenting with different shapes and finally went with a wedge-shaped ‘underline’ in our logo, which not only helps reinforce Rasta (as opposed to overshadowing it) but also adds the dynamic element that we were looking to play with. This shape, of course, is open to interpretation but to us, it is symbolic of different views coming together – young people have many different points of views and are also more open to taking risks – that’s what our wedge represents for us.
Once we could construct the logo, we needed to create a system around the identity, the color palette, and guidelines on usage.
The primary colors we picked were a deep ink blue, which showed our professional side. Colour 101 also suggests that Deep blue stands for creativity and intelligence. We aren’t complaining. Once that was decided, we wanted another strong color to support it. The strength was needed to further highlight our commitment to the youth market. So, what we needed was to be complementary not just color theory-wise, but also in meaning. There was a lot of trial and error involved here – we tested many different colors in various layouts and tried to achieve a balance that was not just appealing, but also saying the right things. We wanted a color that brought some energy, fun, and positivity to the table. Therefore, the fun, bright yellow. It worked to keep the brand looking youthful and energetic while the blue helped us to be taken more seriously. We added a few more neutrals (white and grey) to the palette to support the color system.
Once the palette was decided, we started working on layouts to see how we could use the wedge in our logo as a versatile, dynamic and fun design element.
The wedge extended itself literally and figuratively to underline young ambition.
We messed with its scale, placement, direction, and usage, and it worked in keeping things from getting monotonous and overfamiliar.
Our font system was also decided based on the company’s values – an alternate gothic typeface as our primary font, which is clean, legible, relevant and a fun handwritten typeface as our secondary font. And we have simple sans serif as our body copy font. All these elements – the new logo, color palette, font system and dynamic layouts come together to form our new identity.
Naina was the Architect of the redesign. She worked on Research and Art painstakingly adding and removing layers from the identity to achieve the vision of it being simple, flexible & only as timeless as possible.
We are a largely democratic organization though and honest critique & peer reviews are essential to our functioning. So, there have been contributions in Vision, Testing & Execution on different media from all around the team.
So what do you think of our brand new wardrobe?