KUL

At the edge of design: A community!

Brand Identity

Awards

Born from the Sanskrit word, ‘Kul’ meaning community, this company was created by multifaceted design professionals that come from backgrounds in architectural design, interior design, furniture design, product design, and experience design. Kul is a place where designers meet to serve the community and create a positive impact that percolates down to all stakeholders. The brand stands for coming together to create experimental and eccentric spaces in the Indian landscape borrowing from different experiences and schools of thought. Kul doesn’t claim to have all the solutions but is a bag of questions eagerly waiting to seek redressal.

Our aim was to extend this sense of experiment, eccentricity, community and collaboration into their identity.

Kul looks to test the boundaries of design and thought by serving and collaborating, and there at the edge of design, it has built its own community.

the gap

The company’s existing identity lacked a sense of ownership, inclusion and community, which are core to the company. We wanted to create an identity that aligned with the brand’s strong value system and personality. Kul celebrates the individualism and uniqueness of each collaborator, believing it adds depth and diversity to the work they create.

our approach

To do justice to this brand, we created an ever-changing logotype with different typefaces to showcase the diverse culture and backgrounds of the people collaborating with KUL. To use the logotype in a systematic way we also created a system which tells us where and how the different logotypes need to be used. The colour palette chosen for the brand was inspired by nature, taking bright hues and tones and complementing them with black and white to make the brand look young and bold.The identity enforces the idea that each individual that works in or collaborates with the organization is unique and it is that uniqueness that acts as the biggest advantage to the work created.