Ayaam Branding
Branding and Merchandise for Ayaam- the annual design festival at the Indian Institute of Technology, Hyderabad
Duration: DEC 2023 - FEB 2024
Overview
The second edition of the annual design festival at IIT Hyderabad needed a new identity in line with its 2024 theme, ‘What’s your Playground?’ Creative professionals from all over the country participated in talks, workshops, and interactive sessions centred around the theme, which highlighted the playful aspects of the creative process involving exploration, collaboration, and imagination. As the lead of the design team, I created the logo, its patterns, and the associated merchandise, which later gained popularity within the campus.
Concept
The logo draws inspiration from the immensely popular game from the 80s - the Tetris, where players aim to fit various blocks together. It serves as a metaphor that symbolises the multidisciplinary and playful nature of design
The Logo Mark
Based on the logo, I created a pattern that embodied 'playfulness.' This design became a widely recognized element of the brand identity and was subsequently used for merchandise as well.
