At the beginning
When I started Story Rules in 2016-17, all I did was pick a name and design a simple logo. For the original logo, in fact, I didn't even bother speaking to a designer. I just created it on PowerPoint using the thick 'Impact' font. :|
And it worked fine... Until it didn't!
My logo was simple but dull. And my slides, website and other visual assets did not exactly speak a common visual language.
Which was fine, if I was just going to be doing B2B training. But with upcoming B2C initiatives like a public e-Course, a podcast and an online video series, I wanted all my content and visual assets to speak the same brand language.
And so, I embarked on a brand-redesign exercise. Here I’ve written the story of how this brand logo came about.
For the revamp, I was lucky to be directed to the right people for the job - Madhumita Srivastava and Amrita Dasgupta.
Madhumita and Amrita are beautiful souls. Their hearts beat for design and art, and they are a fountainhead of creativity. They immersed themselves into this project and came up with a range of interesting logos, each telling a different story.
But here's the one that I loved the most:
Here's how this logo tells the 'differentiation story' of Story Rules so well:
1. The 'person' in the middle is the 'Sutradhar' - who indicates that underlying all data and numbers is the human element - that connects the disparate threads and weaves them into a coherent story
2. While the 'O' forms the head of the person and signifies the 'left-brain' approach, the 'u' below is stylised to show the hand on the 'heart' - signifying the holistic approach of head and heart. (Interestingly I do a small ritual at the end of my workshops where I get participants to take a pledge with their hand on their hearts!)
3. The balance is also showcased by the word 'STORY' being written in caps, while the word 'rules' is in lowercase - a balance between structure and free-flowing creativity
4. For the 'Customised solution' aspect, there's a cool element embedded in the logo. The 'u' and 'l' of 'rules' have been stylised to form a paperclip! Now, paperclips are known in the design world for their flexibility and customisability.
5. Finally, the 'rising' columns between the 'u' and the 'l' indicate growth and progress.
Here's a of how I went about the brand-redesign process