Toshit Panigrahi

Suhana by Kalpana - New Logo

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The Indian fashion house Suhana by Kalpana recently wanted to rebrand; they wanted a logo refresh with a bespoke font ahead of their big fashion show in Atlantic City.

How do you capture a high fashion brand that makes fully custom Indian ethnic wear in a typeface? A typeface for a brand which takes traditional fabrics and elevates them in new forms?

I turned to the paisley patten, which is a classic Indian print and is globally recognized - the perfect starting point. I played around with ways to incorporate the paisley form in the terminals of the 'a', 'c', 'f', 'r'.

I married the subtle paisley curves with a high contrast, Didone construction that carried the tone of the brand.

The end result is a typeface that I call Podium.

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