I designed a logo for a local tourism brand that runs in the city of Hyderabad, India. Hyderabad is a city of juxtaposition with the old and the new existing together.
The brand being a travel agency, I wanted to convey a feeling of luxury & sophistication. I wanted the primary color that I’ll use as part of the redesign of the website to evoke a sense of heritage & history. I ended up with a dark reddish brown which fit well with what I had in mind. The secondary color I chose was a bright yellow, which conveyed a sense of sophistication and royalty. Using these two colors, I landed on a bright blue using the triadic color harmony. I felt this blue was perfect to show the contrasting modern part of the city and also helped to add a contemporary aesthetic to the brand when included in the logo. I wanted the primary brown to be part of the website and didn’t include it in the logo.
After gathering peer feedback, most people liked the logo with the monument of Charminar as it is a well-known place of interest in India. I kept the black fill on the monument as it resembled a silhouette. I also received feedback suggesting there was an element of ‘tourism’ missing from the monument logo, therefore, I added an autorickshaw to the logo to signify tourism. The typeface used in the logo is meant to look modern and classic at the same time, and the typeface Aboreto was a perfect fit for the job.
