AvidyaVidya - Logo & Branding
This project involved designing the logo, and branding for Avidya and Vidya Technologies Pvt Ltd, which is in the domain of education development with immediate focus towards students of class 9th to 12th. Their primary form of products and services include - Workshops, Educational kits, Mobile apps/games focusing over various aspects of intellectual development and personal soft skills with out sidetracking the school curriculum.
​
The client wanted the logo and brand to convey the feeling of modernity, modern ideals being in harmony and connected with the Indian cultural heritage and ethos. Overall connect with the younger youth to inculcate the desire for continuous progress and self-development. The name itself had a deep rooted philosophical connect with knowledge, as explained in the Isha Upanishad (verse 9:11) along with the understanding and dedication involved in the education. This ideology was quite important and they wanted the brand to reflect this.
Isha Upanishad ( Verse 9:11 )
Interpretation- The realization of unity in consciousness and ignorance is considered knowledge. Whereas just accepting the multiplicity in the external forms as truth is considered Ignorance. But, both these viewpoints/ understandings are incomplete without each other. To fully understand, a student is required to realize both the parts of the truth.
The Finalized Logo
The Logo Mark consists of a powerful element evoking the Indian culture and connect to the Ideology. The element itself has indicative ‘A‘ - of the Devanagari script interwoven with ‘V‘ - of English Alphabet. The Word Mark was carefully designed to reflect on the wordplay (duality of Avidya and Vidya representing the two halfs of Knowledge) an also chosen for its modern - yet refined, highly legible style, which has been further enhanced by the use of upper case letters in the chosen color. The font that is used here is Roboto.
Color & Mood Inspiration
"Realm of Gold"
canvas painting by Priti Ghosh, Aurobindo Paintings,
© Aurobindo Ashram Trust, Pondicherry
Other Alternatives Considered
