I was commissioned by Amethyst Design Studio, a brand consultancy service based in Mumbai to create a visual corporate identity for them. Amethyst is a team of creative professionals who work as part of a collaborative process to deliver to their clients. I created a single logo unit for the owner, that i felt would reflect the company and its offerings effectively. Stages in identity creation - Using the alphabet ‘a’ from the Century Gothic typeface, i created the identity for brand Amethyst. Initially, i placed an outline of the alphabet on a grid. I shifted the angle of the icon to 20 degrees. I began introducing various shades of colour that i felt were relevant to brand Amethyst. To provide breathing room, I placed restrictions on how much content could go along with the identity when placed on any medium.
