Usap Gram Vikas Mandal
For Usap Gram Vikas Mandal, I designed a visual identity system that celebrates the village’s cultural heritage and agricultural legacy. The logo brings together the Shantadurga temple and the cashew plant, symbolizing both spiritual grounding and economic livelihood. Alongside this, I defined the brand’s narrative, tone, type system, and palette to reflect a sense of rootedness, progress, and community pride. The result is a cohesive identity that speaks to both tradition and aspiration.
Year
2023
Tools Used
Procreate App, Adobe llustrator, and Figma
Deliverables
Visual identity direction for the brand Logo and submark design Brand narrative and tone of voice definition Typeface selection and typographic system Brand color palette Brand guidelines covering logo usage, typography, color, and narrative framework
The Case Study
About the Village - Usap
Usap village is located in Dodamarg tehsil of Sindhudurg district in Maharashtra, India. It is situated 12km away from sub-district headquarter Kasai (tehsildar office) and 110km away from district headquarter Oras.
Usap Gram Vikas Mandal (Village Development Association)
The Usap Village Development Association is a connection point for Usap's diaspora in Mumbai. Mostly formed by Mumbai-based migrants, the association creates a strong network rooted in a common origin. It's a space for ongoing conversations, making sure Usap's essence isn't lost in city life. Shared migration experiences and a joint commitment to the village's well-being build a solid support system.
The association keeps tabs on government initiatives for village development. Members make sure Usap stays in the loop, becoming a channel that transparently communicates information to the village. They work together to implement initiatives, fueled by a shared sense of belonging.
Concept for the Logo
3.1. Understanding the Importance of a Deity in the Village Culture
In the vast tapestry of rural existence lies a timeless phenomenon - the symbiotic relationship between villages and their indigenous deities. As anthropologist Clifford Geertz once observed, "Man is an animal suspended in webs of significance he himself has spun." The village, with its intricate social and spiritual threads, weaves a narrative where the divine and the earthly are inseparably entwined.
The rhythms of daily life in the village are punctuated by rituals that echo the heartbeat of the community. Mircea Eliade's words resonate, "The sacred manifests itself as reality." The deity, revered in sacred groves or humble shrines, becomes a living reality, an omnipresent force guiding the villagers through their agricultural pursuits and seasonal festivities. The sacred and the mundane coalesce in a dance of reciprocity.
Economically, the village's reliance on agriculture becomes a spiritual pact with the deity. Plowing fields, sowing seeds, and harvesting crops become sacred duties, each action imbued with gratitude and supplication to the deity for a bountiful harvest. The village, in turn, thrives as an interconnected organism, sustained by the reciprocal relationship with its divine patron.
The village's spiritual life is not confined to grand ceremonies but permeates every aspect of daily existence. The deity becomes a moral compass, shaping ethical norms and communal values. In the words of Carl Jung, "The decisive question for man is: Is he related to something infinite or not?" The deity, with its transcendent presence, answers this question for the villagers, providing a sense of purpose and continuity beyond the immediate confines of their earthly existence.
3.2. Symbolism in Logo
The Usap Village Development Association logo encapsulates the rich cultural tapestry of the village, intertwining two pivotal elements - the local deity's temple and the cashew plant.
Temple of Shantadurga
The inclusion of the Shantadurga temple transcends religious boundaries, embodying the collective faith, stories, and cultural heritage of the community. By focusing on the temple structure rather than the deity herself, the logo becomes a timeless representation of unity, cultural identity, and shared narratives that go beyond individual beliefs.
Cashew Plant
The prominence of the cashew plant pays homage to the economic lifeline of Usap. Through the cultivation of cashews, the community has not only found financial stability but also a pathway to dreams and aspirations. The cashew plant is not just a symbol of agriculture but a testament to resilience, growth, and the pursuit of a better life.
Color Palette
The carefully chosen color palette reflects the essence of Usap's identity and environment.
Persimmon (Dark Orange): Symbolizes the soil, the mother earth. It echoes the village's agricultural roots, where many residents are farmers cultivating their livelihood from the land.
Dark Green and Cambridge Blue: Rooted in the earth element, mirroring the lush green mountains. It signifies the profound connection between villagers and nature, highlighting the abundance that nature provides to the inhabitants throughout the year.
Antique White: Reflects serenity, encapsulating the peaceful coexistence of human lives and nature in Usap. It mirrors the tranquil atmosphere of the village, where dreams are nurtured, and community thrives in harmony.
The Process
Beyond design, the Usap Village Development Association logo tells Usap's story—a visual proof of unity, resilience, and an unbroken tie between a community and its roots. It's not just a logo; it's a commitment to Usap's progress.
Thank You.
The Case Study
About the Village - Usap
Usap village is located in Dodamarg tehsil of Sindhudurg district in Maharashtra, India. It is situated 12km away from sub-district headquarter Kasai (tehsildar office) and 110km away from district headquarter Oras.
Usap Gram Vikas Mandal (Village Development Association)
The Usap Village Development Association is a connection point for Usap's diaspora in Mumbai. Mostly formed by Mumbai-based migrants, the association creates a strong network rooted in a common origin. It's a space for ongoing conversations, making sure Usap's essence isn't lost in city life. Shared migration experiences and a joint commitment to the village's well-being build a solid support system.
The association keeps tabs on government initiatives for village development. Members make sure Usap stays in the loop, becoming a channel that transparently communicates information to the village. They work together to implement initiatives, fueled by a shared sense of belonging.
Concept for the Logo
3.1. Understanding the Importance of a Deity in the Village Culture
In the vast tapestry of rural existence lies a timeless phenomenon - the symbiotic relationship between villages and their indigenous deities. As anthropologist Clifford Geertz once observed, "Man is an animal suspended in webs of significance he himself has spun." The village, with its intricate social and spiritual threads, weaves a narrative where the divine and the earthly are inseparably entwined.
The rhythms of daily life in the village are punctuated by rituals that echo the heartbeat of the community. Mircea Eliade's words resonate, "The sacred manifests itself as reality." The deity, revered in sacred groves or humble shrines, becomes a living reality, an omnipresent force guiding the villagers through their agricultural pursuits and seasonal festivities. The sacred and the mundane coalesce in a dance of reciprocity.
Economically, the village's reliance on agriculture becomes a spiritual pact with the deity. Plowing fields, sowing seeds, and harvesting crops become sacred duties, each action imbued with gratitude and supplication to the deity for a bountiful harvest. The village, in turn, thrives as an interconnected organism, sustained by the reciprocal relationship with its divine patron.
The village's spiritual life is not confined to grand ceremonies but permeates every aspect of daily existence. The deity becomes a moral compass, shaping ethical norms and communal values. In the words of Carl Jung, "The decisive question for man is: Is he related to something infinite or not?" The deity, with its transcendent presence, answers this question for the villagers, providing a sense of purpose and continuity beyond the immediate confines of their earthly existence.
3.2. Symbolism in Logo
The Usap Village Development Association logo encapsulates the rich cultural tapestry of the village, intertwining two pivotal elements - the local deity's temple and the cashew plant.
Temple of Shantadurga
The inclusion of the Shantadurga temple transcends religious boundaries, embodying the collective faith, stories, and cultural heritage of the community. By focusing on the temple structure rather than the deity herself, the logo becomes a timeless representation of unity, cultural identity, and shared narratives that go beyond individual beliefs.
Cashew Plant
The prominence of the cashew plant pays homage to the economic lifeline of Usap. Through the cultivation of cashews, the community has not only found financial stability but also a pathway to dreams and aspirations. The cashew plant is not just a symbol of agriculture but a testament to resilience, growth, and the pursuit of a better life.
Color Palette
The carefully chosen color palette reflects the essence of Usap's identity and environment.
Persimmon (Dark Orange): Symbolizes the soil, the mother earth. It echoes the village's agricultural roots, where many residents are farmers cultivating their livelihood from the land.
Dark Green and Cambridge Blue: Rooted in the earth element, mirroring the lush green mountains. It signifies the profound connection between villagers and nature, highlighting the abundance that nature provides to the inhabitants throughout the year.
Antique White: Reflects serenity, encapsulating the peaceful coexistence of human lives and nature in Usap. It mirrors the tranquil atmosphere of the village, where dreams are nurtured, and community thrives in harmony.
The Process
Beyond design, the Usap Village Development Association logo tells Usap's story—a visual proof of unity, resilience, and an unbroken tie between a community and its roots. It's not just a logo; it's a commitment to Usap's progress.
Thank You.
The Case Study
About the Village - Usap
Usap village is located in Dodamarg tehsil of Sindhudurg district in Maharashtra, India. It is situated 12km away from sub-district headquarter Kasai (tehsildar office) and 110km away from district headquarter Oras.
Usap Gram Vikas Mandal (Village Development Association)
The Usap Village Development Association is a connection point for Usap's diaspora in Mumbai. Mostly formed by Mumbai-based migrants, the association creates a strong network rooted in a common origin. It's a space for ongoing conversations, making sure Usap's essence isn't lost in city life. Shared migration experiences and a joint commitment to the village's well-being build a solid support system.
The association keeps tabs on government initiatives for village development. Members make sure Usap stays in the loop, becoming a channel that transparently communicates information to the village. They work together to implement initiatives, fueled by a shared sense of belonging.
Concept for the Logo
3.1. Understanding the Importance of a Deity in the Village Culture
In the vast tapestry of rural existence lies a timeless phenomenon - the symbiotic relationship between villages and their indigenous deities. As anthropologist Clifford Geertz once observed, "Man is an animal suspended in webs of significance he himself has spun." The village, with its intricate social and spiritual threads, weaves a narrative where the divine and the earthly are inseparably entwined.
The rhythms of daily life in the village are punctuated by rituals that echo the heartbeat of the community. Mircea Eliade's words resonate, "The sacred manifests itself as reality." The deity, revered in sacred groves or humble shrines, becomes a living reality, an omnipresent force guiding the villagers through their agricultural pursuits and seasonal festivities. The sacred and the mundane coalesce in a dance of reciprocity.
Economically, the village's reliance on agriculture becomes a spiritual pact with the deity. Plowing fields, sowing seeds, and harvesting crops become sacred duties, each action imbued with gratitude and supplication to the deity for a bountiful harvest. The village, in turn, thrives as an interconnected organism, sustained by the reciprocal relationship with its divine patron.
The village's spiritual life is not confined to grand ceremonies but permeates every aspect of daily existence. The deity becomes a moral compass, shaping ethical norms and communal values. In the words of Carl Jung, "The decisive question for man is: Is he related to something infinite or not?" The deity, with its transcendent presence, answers this question for the villagers, providing a sense of purpose and continuity beyond the immediate confines of their earthly existence.
3.2. Symbolism in Logo
The Usap Village Development Association logo encapsulates the rich cultural tapestry of the village, intertwining two pivotal elements - the local deity's temple and the cashew plant.
Temple of Shantadurga
The inclusion of the Shantadurga temple transcends religious boundaries, embodying the collective faith, stories, and cultural heritage of the community. By focusing on the temple structure rather than the deity herself, the logo becomes a timeless representation of unity, cultural identity, and shared narratives that go beyond individual beliefs.
Cashew Plant
The prominence of the cashew plant pays homage to the economic lifeline of Usap. Through the cultivation of cashews, the community has not only found financial stability but also a pathway to dreams and aspirations. The cashew plant is not just a symbol of agriculture but a testament to resilience, growth, and the pursuit of a better life.
Color Palette
The carefully chosen color palette reflects the essence of Usap's identity and environment.
Persimmon (Dark Orange): Symbolizes the soil, the mother earth. It echoes the village's agricultural roots, where many residents are farmers cultivating their livelihood from the land.
Dark Green and Cambridge Blue: Rooted in the earth element, mirroring the lush green mountains. It signifies the profound connection between villagers and nature, highlighting the abundance that nature provides to the inhabitants throughout the year.
Antique White: Reflects serenity, encapsulating the peaceful coexistence of human lives and nature in Usap. It mirrors the tranquil atmosphere of the village, where dreams are nurtured, and community thrives in harmony.
The Process
Beyond design, the Usap Village Development Association logo tells Usap's story—a visual proof of unity, resilience, and an unbroken tie between a community and its roots. It's not just a logo; it's a commitment to Usap's progress.
Thank You.