Brand Identity 2021

Shril Identity Design

Identity design process for an online venue booking startup.

Shril Identity Design cover

Project overview

A visual identity design project for Shril, a new startup: an online platform for booking venues for weddings, birthdays, parties and other personal celebrations.

Objective

Create a visual identity system that conveys the brand’s personality, vision and core beliefs.

Vision: to be the most trustworthy solution for any and every celebration.

Mission: to provide the simplest, most hassle-free booking experience.

Strategy

The brand’s main goal is to streamline everything associated with celebration, fun, enjoyment and happiness. It should feel light, simple, trustworthy and vibrant.

Brand attributes

The first step was a long list of words: celebration, friendly, family, explorer, carefree, exciting, trustworthy, supportive, fun, classy, simple, one-stop solution, seamless, saving money, hassle free and more.

Shril brand attributes: twenty-eight words in red circles on a black backgroundBrand attributes, the long list

Voice and feel

The list was cut down to twelve: light, fun, experience, responsive, seamless, saving money, hassle free, easy booking, enjoy, simple, fast and modern.

Twelve Shril voice and feel words in red circles on a black backgroundVoice and feel

User profile

The profile is Chitvan, a 22-year-old student from Raipur and Bilaspur who loves parties, music, food and biking. He wants to celebrate his girlfriend’s, his friends’ and his own birthdays, and today he turns to Google, friends, cafés and YouTube for ideas. His needs and the way he looks for solutions shaped the tone of the brand.

Shril customer profile for Chitvan with demographics, story, needs and solutionsCustomer profile

We created a stylescape around these attributes and the user profile. A stylescape shows the client how a brand will look and feel.

Shril stylescape with purple, yellow, green and coral shapes, photography and mockupsStylescape

Logo exploration

Exploration started from the letter S and three ideas: people, a handshake for trust, and a celebration grid. Three directions came out of it: a stack of rounded bars, a pinwheel of simple shapes, and an S split into two halves.

Three Shril logo directions on purple: stacked bars, a pinwheel of shapes and a split SThree directions
Shril logo sketch path from the letter S plus a grid to the stacked-bar markDirection one: stacked bars
Shril logo sketch path from the letter S plus a person, a handshake and a grid to the pinwheel markDirection two: pinwheel
Shril logo sketch path from the letter S plus people and a handshake to the split S markDirection three: split S

The pinwheel won. Two triangles and two circles in coral, mint, yellow and violet sit together like party confetti, and read as people, handshake and celebration at once. It is paired with a rounded, friendly wordmark.

The final Shril pinwheel mark of coral and violet triangles with mint and yellow circlesThe final mark
Shril logo with wordmark in purple on whiteLogo on white
Shril logo with wordmark in white on deep purpleLogo on deep purple

The mark also works in one color, black or white, wherever color is limited.

Shril logo in black on white and in white on blackOne-color versions

In use

In use, the system flips between purple, yellow, mint and coral backgrounds across business cards, ID badges, letterheads, a notebook, a T-shirt and shopfront and street-poster graphics, with lines such as “Go Mobile, Go easy” and “Enjoy carelessly”.

Shril business cards in coral, yellow, mint, purple and white, laid out and stackedBusiness cards
Shril ID badges, letterhead, T-shirt, notebook and phone on yellow and greenBadges, letterhead, T-shirt and notebook
Shril shopfront graphics and a street poster reading Enjoy carelesslyShopfront and street poster

Credits

Design: Rahul Yadav

Tools: Adobe Illustrator, Adobe Photoshop

View the original project on Behance