Vastu Shastra means the science of architecture and construction. An ancient Indian science, it has been mastered and practised for 3 generations by the Jhajharia family through their consultancy company – Vastukalp.
Vastukalp’s solutions have helped several corporates and individuals prosper and the company is growing within India and internationally. Therefore, the family wanted a new corporate identity that symbolised everything that this hallowed science stands for. Something that piques curiosity about the discipline and helps them get traction.
New logo : THE ‘VAASTUPURUSH’ CONCH
The symbol represents the ‘Vaastupurush’ within the square grid; an indispensable part of vaastu shastra that constitutes the mathematical design. The head is in the typical north-east direction with the feet in the south-west.
The inward spiral with a warm colour gradient represents the energy flow toward the centre of the square, which represents the ‘Brahmasthan’ or the centre of energy.
The red element also forms the shape of a conch shell, considered sacred in Hinduism as a giver of fame, prosperity and longevity.
When High Street Phoenix was launched in Mumbai in 2003, it was the city’s first mall. A family destination, the mall offered excellent shopping, food and entertainment options spread across its large surface area. Every member of the family could spend quality time as they wished to and for as long as they wanted to.
I was tasked to design an enduring identity for the mall, one that would withstand the test of stiff competition in the days to come.
The logo : The symbol lay in the name itself. Phoenix, a mythical bird that rose from the ashes, finds pride of place in a smart, tight wordmark.
The tagline: A DAY WELL SPENT
Not only does this delightful pun encapsulate the wholesome mall experience for one and all, but it also reminds the visitor that there are more than enough engagements that could fill up an excitingly productive day.
Today after 11 successful years, this identity and its benefit of ‘A Day Well Spent’ still stands strong and true to millions of shoppers who have made spending a weekend at High Street Phoenix in Mumbai’s Lower Parel, a ritual the entire family looks forward to.
Client : High Street Phoenix
Agency : Lintas Direct
Creation of the ‘Celebration of 100 Years of Indian Cinema’ logo in 2013 for the Indian Embassy in Jakarta.
Genesis : Cinema in India is an emotional glue that bonds the country together, irrespective of the state or city a person resides in. Within its reels, Indian cinema creates dreams, aspirations and paints a beautiful picture of life many Indians aspire for. While celebrating 100 years of this wonder, what better symbol to capture its multi-dimensional beauty and pride than India’s beautiful national bird – the PEACOCK!
Logo : Reels of films flow freely, ornamenting the peacock’s colourful plumes in the national flag’s tri-colours, often dissolving into multi-hues. The blue ‘chakra’ forms the peacock’s eye symbolizing the dynamic progress of India’s movie industry in completing a century. The peacock faces right indicative of this journey in motion; even as the word-mark in classic black Goudy, lends gravitas that a century celebration richly deserves.
Client : Embassy Of India, Indonesia
Agency : The Thinking Machine, Jakarta
The ‘tree of life’ seen through the eyes of a medical research-based company. A vivid interpretation of rational science and life in a delightful blend. Tesvgen, headquartered at Boston, is at the forefront of hormonal medicine working tirelessly to improve the efficacy and dosing in testosterone treatments.
MOLECULAR TREE. While the molecular tree in itself represents life, its molecular foliage akin to ‘fruits’ at the end of each branch, signifies a dose. That is what rejuvenates patients as well as keeps the tree lively. An eternal symbol of life sustenance in a never-before seen form.
The tree is an abstraction of the letter ‘T’ of testosterone and Tesvgen and denotes solid, positive growth. This symbol indicates health and vitality after treatment, using molecular science.
The color red has a strong symbolism with life and vitality. Being the colour of fire and blood, it is associated with energy, strength, power, determination as well as passion, desire, and love. A very emotionally intense color, it is known to enhance human metabolism and its transparency in the symbol’s rendering signifies the flow of energy.
Client : Tesvgen Inc.
Agency : Phenomenon Brand Architects
JM Financial’s new Power Triangle logo was brought to light in a commercial celebrating the festival of lights, Diwali.
JM Financial, India’s first private fund manager and one of the most influential finance firms in the country, had a red isosceles triangle as its symbol since its inception in 1973. With multinationals screaming their lungs out to garner shares of the Indian fund market in 2004, the company decided to rebrand itself. It was mandated that the red triangle would stay as it had long become a recognition factor for the company’s stakeholders. Yet, as it looked archaic, a change was needed.
THE POWER TRIANGLE. A deft twist to the triangle injected the right dose of energy and velocity to the earlier symbol. Now, as a dynamic sail, it symbolized the steering of this new avatar of JM Financial forward through calm and rough seas of the financial world. And together with a modern wordmark in italics, the new identity lent a surge of momentum to the company image that resonated with its powerful vision.
DLF City V (as in 5) is a premier residential project akin to a mini city in Gurgaon, near New Delhi. Spread over acres and acres with its own sprawling golf courses, it promises its residents a lifestyle that’s reminiscent of modern living in the world’s best cities.
DNA of V (5) : Apart from victory, V as a Roman numerical exhibits ‘Freedom in action‘. It is characterized by the following traits: Playful, freedom, adventure, growth, energy, imagination, individualism, flare for living and enjoying the good things in life.
All these qualities when ingrained into a residential plus commercial property, make it a sanctuary that people would love to belong to.
The logo : As the city is about celebrating living, the logo symbol is infused with ‘active’ life elements, traits of V (as a Roman numerical). It symbolizes an assimilation of the city through its 4 quarters or drives; rendered in a neo-classical art bent with naturalistic ornaments.
Each drive (quarter) is in essence a free-flowing V within which life buzzes through various activities relating to that particular drive – Golf, Park, Residency, Horizon (offices) – and crowned by a symbol representative of that drive. The 4 drives (quarters) integrate to form a classical diamond form that has an elitist expression about it, reflecting the premium habitation of the city.
The copper color is enrichment on the color orange that is associated with V (as a Roman numerical) and reflects a bright, cheerful and positive nature. Font Perpetua balances the branding, lending an elegance to the name worthy of the magnitude and scale of the place.
This project was part of a wayfinding and environmental design pitch.
Client : DLF Group
Agency : Phenomenon Brand Architects