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Identity design
4 weeks
ATIRA An identity that weaves in growth.
Ahmedabad Textile Industry’s Research Association has supported Indian textiles since 1947. Its identity looked dated and said little about what it does. I designed a new one.
ATIRA, a textile research institute
Identity and Branding, Prof. Anil Sinha and Prof. Saurabh Vyas
4 weeks
Symbol, guidelines, touch points
The problem
A research leader with an identity that undersold it.
The old identity did not reflect what ATIRA stands for. It looked dated, showed nothing of growth or development, and gave no idea of the institute’s purpose.
The brief: a symbol for growth and development that also shows the tangible side of textiles.
Research
A matrix, then moodboards.
I mapped ATIRA’s place, product, purpose, process, culture and people into a matrix, then built moodboards from it.
Ideation
From sketches to one strong form.
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Identity
An A, a testing machine and a woven pattern.
The block reads as the letter A and comes from a textile testing machine. Straight lines pull the eye upward, for growth. A simplified weave inside stands for the textile industry.
#122A4EIndigoChosen for its link to textiles#DFB625Deep yellowBreaks the monotony of indigoTouch points