I was approached to design the identity for an architectural firm based in New Delhi, and plan a system that would be representative of the firm. Amongst the many architects in the field, the need for definition and distinction of the firm from others gained importance.
With changes being made within the office structure and their focus on projects shifting from interiors to architecture, the firm felt the need to create a new image for themselves that would be representative of their new ideas. The new identity would also kick-start the conversion of Jyoti Rath Associates to JRA.
This project dealt with planning and creating an image for Jyoti Rath Associates that would complement their work and be expressed through various other visual materials being produced for or by the office. It involved the design and execution of materials, considering factors of production, maintenance and updating.
Those aspects of the firms which would enable communication through a symbol, and subsequently through an identity at various levels, lent character and meaning to a system, that could be adopted by the firm. The need was to design a system that would deal with a degree of complexity and endure years of use by the people who need it, in their environment, on their computer applications and programs.
The biggest points of concern were to create an identity for this firm, keeping in mind the practicality of things and its functioning as a practice (as a guide for most of my decisions) as well as reflecting its personality and approach to architecture.
Working on this project was an incredible learning experience for me. It not only provided me the time and space to explore this project but also lent me valuable experience and understanding that guided me along the way.
