IIM Ahmedabad
I had the privilege of contributing to the refreshed visual identity of the Indian Institute of Management Ahmedabad (IIMA), one of India's most respected academic institutions. Rooted in the iconic Tree of Life motif inspired by the historic Sidi Saiyyed Jali of Ahmedabad, the original logo served the Institute for decades as a symbol of knowledge, heritage, and growth. As communication increasingly shifted to digital platforms, IIMA undertook a thoughtful evolution of its identity to improve clarity, scalability, and legibility across contemporary media while preserving its cultural roots and institutional legacy. The refreshed identity introduces a unified IIMA wordmark, refined jali geometry, and a digitally optimized visual system designed for modern, multi-platform communication. The Sanskrit motto Vidya Viniyogad Vikasah ("Development through the application of knowledge") continues to remain central to the identity. This project holds special significance for me, as opportunities to contribute to the evolution of a historic institutional identity are exceedingly rare. I am deeply grateful to Hyper Connect for entrusting me with the opportunity to be part of this landmark transformation.
Year
2022
Scope
Brand Identity Design
Client
IIMA | Agency: Hyper Connect
Challenge
The original IIM Ahmedabad logo carried immense institutional value and historical significance, having represented the Institute for decades. The challenge was to evolve this iconic identity for a digital-first world without diluting its heritage, cultural symbolism, or emotional equity. The refreshed identity needed to improve clarity, scalability, and legibility across contemporary platforms while preserving the essence of the historic Sidi Saiyyed Jali motif and the Institute's enduring legacy.
Solution
The identity was carefully refined rather than reinvented. A unified IIMA wordmark was introduced, and the iconic jali motif was redrawn using cleaner geometry, bolder forms, and improved visual balance. The refreshed navy-blue palette and simplified structure enhanced readability across digital and physical applications, from mobile screens to large-format environments. Throughout the process, the focus remained on retaining the logo's cultural roots, institutional credibility, and timeless character while preparing it for the demands of modern communication.
