Rahul Sharma
A pink lotus in bloom against dark leaves, framed by rows of the white KPCA lotus mark

KPCA · Logo & brand identity

Designing an identity that carries a community’s heritage into the present.

Client
Kashmiri Pandit’s Cultural Association
Role
Brand designer · Logo, identity & visual design
Tools
Illustrator, Photoshop, Figma
Year
2024

In short · 30-second read

KPCA wanted a logo that honours Kashmiri Pandit heritage and still feels modern. I combined the lotus and the dejhoor into one mark built from concentric circles.

01 / The brief

A heritage worth showing, without looking old.

The Kashmiri Pandit’s Cultural Association brings the community together through culture and celebration. Its heritage is rich in symbols, but its visual identity lacked a cohesive style. KPCA asked for a logo that captured the essence of that heritage while resonating with modern audiences, young and old.

The goal. One mark the community would recognise instantly, clean enough to work on a business card, a banner and a billboard.

02 / Two symbols

The lotus and the dejhoor.

I started from two symbols that are instantly recognisable in Kashmiri culture, and looked for the point where they could become one form.

The lotus

A symbol of purity and enlightenment. Its open petals give the mark its silhouette and its upward energy.

The dejhoor

A traditional Kashmiri ornament, symbolising prosperity and auspiciousness. It becomes the base the lotus rises from.

Moodboard: a dejhoor sketch, lotus flowers in pink and lilac, and a dejhoor pendant with circles traced over it
References: lotus flowers in full bloom, and the dejhoor’s shape traced in circles.

03 / Construction

Built entirely from circles.

The mark uses a minimalist geometric approach: every petal and the dejhoor’s body are cut from the intersections of concentric circles. The construction gives a clean, modern feel, while the forms keep their cultural meaning.

Why
Circles give every curve the same rhythm, so two very different symbols read as one mark.
Trade-off
Simplifying sacred symbols risks losing them, so each shape had to stay recognisable to anyone familiar with Kashmiri symbolism.
Concept sketches: overlapping circles forming lotus petals and the dejhoor, next to the final mark split in black and white
From overlapping circles to petals and the dejhoor, and the final mark in positive and negative.

04 / Identity system

Futura, deep pink and marigold.

  • Futura PT. Its clean, geometric lines echo the circles in the mark and the association’s forward-looking spirit. It works at every size, in print and on screen, and its simplicity balances the traditional symbols.
  • Deep pink, #FF4695. The vibrant hue of a lotus in full bloom: energy, passion and creativity.
  • Marigold, #F7941D. A rich golden shade that evokes saffron and the warmth of Kashmiri culture.
  • Lockups. A stacked mark with KPCA spelled out, and a horizontal version with the full name, each in colour and in white on pink.
KPCA lockups: horizontal logo with the full name on light pink and on deep pink, and the stacked lotus mark in white and in colourFutura PT specimen in Demi and Book weightsColour swatches: deep pink #FF4695 and marigold #F7941D with their RGB values
Horizontal and stacked lockups, in colour on light pink and in white on deep pink.

05 / Applications

From a business card to a billboard.

I tested the identity across the places the association shows up: signage, outdoor and airport displays, roll-up banners for events, and stationery. The geometric mark holds up from a few millimetres to a full billboard.

KPCA sign on an ivy-covered brick wall with the full name, a short description and the pink and marigold mark
KPCA billboard against a blue sky: horizontal logo on white and the white lotus on a deep pink panel
KPCA display in an airport terminal with travellers walking past
Rows of KPCA business cards with the lotus mark and the association’s name
Two KPCA roll-up banners, one white and one with a saffron-to-pink gradient, with the website and registration number

Wall signage: the full name, a short description, and the stacked mark.

A hand holding a deep pink KPCA booklet with the white lotus mark
Printed material in deep pink, with the mark cropped large as a pattern.

06 / Launch

In the room with the people it was made for.

The new identity was launched at a KPCA community event, on the welcome sign and the stage banners. The lotus and the dejhoor were recognised straight away, and the client praised the logo for bridging tradition and modernity.

A large group photo of the KPCA community at the launch event, with a KPCA roll-up banner on the right
The community at the launch, with the new roll-up banner beside the stage.
The KPCA welcome sign on an easel at the event, surrounded by flowers
The welcome sign at the entrance.

“I highly recommend Rahul for designing the KPCA community logo. He showed professionalism and delivered exceptional quality work that was worth the cost. He was responsive and engaged throughout the logo design process, demonstrating patience, passion, and an understanding of our community’s needs. Rahul communicated consistently and effectively, resulting in a logo that aligned with our requirements. Despite facing challenges, he remained committed and his expertise resulted in a memorable logo for KPCA. Great job, Rahul! Keep up the exceptional work.” — Kashmiri Pandit’s Cultural Association

07 / Learnings

What this project taught me.

  • Meaning first, geometry second. The symbols had to be right for the community before the construction could make them modern.
  • One rule can unite two forms. Building everything from circles is what lets a flower and an ornament read as one mark.
  • See it where it will live. Testing on banners, signs and cards early showed which lockup each place needed.

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