The group's dynamic approach to learn, explore and grow across diversified sectors stays the key inspiration behind the identity design. The logo unit comprises of tilted square which related to the dynamism of the group. The Square has further been opened up with a quarter triangle to learning, exploration and further complete it. The hunger to grow is visible with the missing fourth triangle.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The identity is developed for a group based across African Continent with a widely diversified portfolio. The design integrates the various businesses with one string of thought 'the dynamic open square' The idea is further adapted to reflect each business line. The Formation of the Logo Unit also hints at Alphabet 'G' with its unique Tilted Square. The Typeface has been kept simple and contemporary for probable future global expansion.
OPERATION / FLOW / INTERACTION:
The Group Logo developed further carries its DNA to the individual businesses which while following profile of the Logo Unit also reflects individual business to develop the visual connect.
PROJECT DURATION AND LOCATION:
The ideation started in April 2016 in Mumbai and was delivered to client by June 2016.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
The design was developed with a sketch of a square being tweaked and experimented. The idea to show a whole picture with smaller fragments which depicted the strength of the group in its diversity was intended. The afro flag colours were eventually picked for colour inspiration to highlight the groups presence in african continent.
SPECIFICATIONS / TECHNICAL PROPERTIES:
The Logo Unit is developed in a Square type tilted with the Font Taking its own space at the base creating a 2:3 style proportion for the entire visual unit.
Africa, realty, group identity, brand identity, corporate communication, corporate stationary, logo design, graphic design, zero9, prashant chauhan, anu chauhan
Business Module of the group was studied and a fair shared the business portfolios was studied. The Group being present currently in 7 industries, were depicted in the group logo with modules of triangles. The African Roots were depicted by the identity picking the colours from flags of these countries. The Dynamic Open Square on the other end represents the adaptive and growing nature of the group, always hungry for more. Also the profile of the open square relates to the alphabet G which the Group Name begins with.
Developing an identity our of a group with multiple business parallels and integrating them to form a DNA which would run through the individual identities of the sister companies was a creative challenge. The dynamic open square which also indicated alphabet G, was decoded to become the DNA of the group identity. This further was adapted to various businesses such as realty, healthcare, distribution, hospitality, education etc.
TEAM MEMBERS (3) :
Designer : Prashant Chauhan, Graphics : Anu Chauhan and Illustration : Chhaya Katalkar
Prashant Chauhan (creative director)
Chhaya Katalkar (illustrator)
Copyrights belong to Prashant Chauhan, 2016