Logo AOA

Today, I stumbled upon the unsubmitted proposal for the new logo of AOA, that I designed 2 years ago. I feel now, it has so much merit and aesthetic. How I wish if this logo would have been posted, and become the emblem of AOA!

anyway, here is it for pleasure. Notice the subtlety and response to original context of the Rachana Logo.
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Thought:

The idea was to create a window frame through which Academy looks out to the world. Window was chosen so as to relate it to an architectural elementThe lower panes of this window were kept closed. . The idea of 'seeing through' a window was abstracted. The repeating As in 'Academy of Architecture' were made similar yet different. As a response to the Rachana logo of the tree, which only has areal roots and the large canopy,  I felt a need to establish the real roots. Subsequently, the graphic abstraction (nolly) of the Rachana Logo was inverted to form the new logo, such that it looks from the same family. The new logo creates an invisible diagram of an 'anchor' through its white space. The anchors relate to the roots.

The symbolic appeal of the created logo as related to closing quotation marks was used on the letter head as the closing marks of a letter, hence placed on the bottom right. Similarly it was placed with the same principle in mind, on the envelope.

All other merchandise responded to the curves and the shapes.

Logo

In colour

Rachana Logo with Proposed AOA logo

Envelop

Letter head

Visiting Card