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