Sanskriti Logo Design

introduction

Sanskriti brings traditional Indian culture to UConn through dance, music, and cultural celebrations. I was hired as a freelance graphic deisgner to help the club with its logo.

Goal 1

Represent the traditional Indian culture Sanskriti brings to UConn.

Goal 2

Reflect the perfomance and dance nature of the organization.

Overview

Role: Graphic Designer

Team: Solo

Duration: 4 Weeks

solution

Final Logo

Incorporated passion for traditional Indian culture through maroon and gold colors. The lotus symbol and henna patterns further highlight the artisitc elements of Indian culture. The dance and performance elements are reflected in the Kuchipudi and Bharatnatyam poses as well as the musician.

research

Frequent Stakeholder Checkins

Throughout the process, I met with the executive board to discuss art direction. To capture a logo that represented UConn's traditional Indian culture club, it was helpful to meet with its leaders and collaborate on a single solution.

Takeaways

The main way Sanskriti revives traditional Indian culture is through dance and music. The final logo needed to reflect the passion they put behind each performance.
The club focuses on two types of Indian dance: Kuchipudi and Bharatnatyam. This helped drive research into the poses and garb utilized in performances.

Visual research

Getting the Form and Shape

Playing with Fonts

Colors

Conclusion

Results

Keywords

Passion

Ornate

Intricate

Artistic

Revival

In Use

Challenges and Lessons

Finding the Right Form

A majority of the project was spent to find the right shape for the logo. Abstracting away color and fonts for later helped me focus on the graphic that mattered.

Delve into The Culture

The greatest takeaway was to always consider the context around a design. After researching the historical, cultural, and religious context around traditional Indian dance, I was able to find important symbols (e.g. the lotus) and dance poses that led to the final logo.

What I Would Do Differently

Take a Traditional Indian Dance Class

I wish I had asked for the opportunity to attend Sanskriti practice or learn some poses. It would have helped me gain new reference poses and a first-hand perspective on what it's like to be a part of Sanskriti.