Logos & Identity · Case Study

The overview.

A social post lives for a day. A menu lasts a season. A logo has to survive being embroidered on a towel, engraved on a sign, shrunk to an app icon and blown up across a storefront, for years, without losing what makes it itself.

That's why I don't design logos in isolation. Every identity here ships as a system: primary and secondary versions, clear space, minimum sizes, misuse rules, typography, colour logic and imagery direction, all documented so the brand stays consistent whoever touches it next.

IndustriesWellness, fashion, F&B, education

DeliverablesLogo systems, brand guidelines, typography, colour, applications

ToolsIllustrator, InDesign, Photoshop

FocusMeaning, longevity, consistency after handover

The challenge

Minimal is easy. Meaningful is not.

Anyone can make a clean wordmark. The hard part is making one that means something specific to this brand and no other, that a founder can explain to a customer in a sentence, and that still works at 24 pixels wide. Most identities fail one of those three tests, usually the last one.

The approach

Start with the word. End with the world.

Every identity I've designed began with what the name actually means. Sadhya is Sanskrit for something achieved through consistent effort, so the mark rises. Assi Tussi means "us and you," so the mark is a knot tying two scripts together. Once the idea is right, the craft follows: letterforms, spacing, type pairing, palette, and the guidelines that protect all of it.

The process.

Dig into the name

Before a single shape gets drawn, I want to know what the brand is called and why. The meaning of a name, the founder's intent, the language it comes from: that's where the honest ideas live. Sadhya is Sanskrit for something achieved through consistent effort. Assi Tussi is Punjabi for "us and you." Those two facts decided both logos.

Find the one idea

Every mark needs a single organising thought that can be said out loud in one sentence. If I can't explain why the logo looks the way it does without waving my hands, it isn't finished yet. This is the step that separates a mark from a decoration.

Draw, break, redraw

Letterforms get built and rebuilt. Curves get tightened, spacing gets tested, custom characters get drawn where a stock typeface won't say the right thing. Most concepts die here, which is the point.

Stress-test it

Every mark gets tested at app-icon size, in one colour, reversed on dark, embroidered, engraved and blown up on a storefront. Anything that only survives on a presentation slide gets sent back to step three.

Build the system

The logo is one piece. Around it go the monogram, the wordmark-only version, background rules, a type pairing, a colour palette with usage logic and an imagery direction.

Write the rulebook

Clear space, minimum sizes, correct and incorrect usage, all documented in a guidelines file. A logo is only as strong as the rules protecting it, and the client shouldn't need me in the room to keep it consistent.

The work.

Two identities in full, plus marks from across the roster.

Sadhya

A wellness studio built from a single Sanskrit word. The stroke hides a spine, the dot is the mind guiding the body, and the curve rises because that's what the name means.

Full case study →

Sadhya · full wordmark

Sadhya · logo concept, annotated

Sadhya · applications

Assi Tussi

A premium ethnic-wear label. Devanagari and Latin sit side by side under a woven knot, because in Punjabi the name means "us and you."

Full case study →

Assi Tussi · full wordmark

Assi Tussi · logo concept, annotated

Assi Tussi · packaging & labels

More marks

Logos and wordmarks designed across F&B, apparel, education and personal brands.

Client · wordmark

Client · monogram

Client · logotype

Client · emblem

Client · wordmark

Client · monogram

Client · logotype

Client · mark

Inside the guidelines

What actually gets handed over: usage rules, clear space, minimum sizes, misuse, type and colour.

Logo usage & versions

Clear space & minimum size

Incorrect usage

How it holds together

Three rules behind every mark.

/ 01

Meaning before form

If I can't explain in one sentence why the mark looks the way it does, it isn't finished. The idea comes from the name, the founder's intent, or the thing the business actually does.

/ 02

Works everywhere or nowhere

Every mark is tested at app-icon size, in one colour, embroidered, engraved and on a storefront. Anything that only survives on a presentation slide gets rebuilt.

/ 03

Rules travel with it

A logo is only as strong as the rules protecting it. Clear space, minimum sizes, background usage and misuse are documented before handover, so the brand holds up without me in the room.

What gets handed over.

Every identity project ships with all of this.

Logo system

Primary lockup, monogram and wordmark-only versions, in every colourway.

File formats

Vector AI, EPS, SVG and PDF, plus PNG and JPG for everyday use.

Typography

Primary and secondary typefaces, with hierarchy set for headlines and body.

Colour

Primary, accent and neutral palette with hex codes and usage rules.

Guidelines

A brand document covering clear space, minimum sizes, backgrounds and misuse.

Applications

Signage, packaging, merch and social visualisations showing the identity in use.

Marks built to be remembered, not just seen.