While a visual identity is a small part of the overall brand expression, it is still the first connection forged in the mind of the consumer. To create a brand identity program that inspires trust with consumers, customers and the investment community I need to understand the brand’s culture, character, and personality, as well as the products and services offered.
Before I began working on the identity design for Parami Media I did a lot of research. Parami Media, a new custom publisher, wanted more than just a unique logo. They wanted a visual identity with rich emotional character that could offer an authentic connection with their audience.
I got to shape Parami Media’s brand from the very beginning–even developing their name. As a new hybrid media company, Parami set out to bring the best of magazines and the web together. Their goal is to harness the diversity and depth of online communities to create printed magazines that are uniquely relevant and insightful with highly engaged audiences.
They needed a name to reflect their high values and devotion to perfecting communication.
For the name, we chose Parami the Pali word for “perfect.” The spirit to go beyond; a line of conduct exemplified by excellent virtues, the practice of which enjoins wisdom, compassion, and selflessness.
Having decided on the approach, I used Adobe Illustrator to create the logo.
The abstracted logo is in the form of a lotus flower composed of a central figure seated in a meditation pose surrounded by seven flower petals. The petals represent the tenets which guide the company’s day-to-day operations: generosity, morality, wisdom, diligence, patience, truthfulness and equanimity.