Kyoorius Magazine is the sole magazine in India focussing on graphic design, branding, and visual communications. Not only does the magazine have world class contributors like Michael Wolff and Michael Johnson, but the print and production values are very high, making for an outstanding publication. I was asked to contribute an article for the quarterly magazine on the subject of logo design—specifically how design should be approached as a business exercise and not simply a task of crafting a pretty visual. Armed With a Purpose outlines the importance for a graphic designer to understand context through research and not simply be a taxi driver. Below is an excerpt as well as some images from the Destination Branding issue of Kyoorius.
Responsible graphic designers get their hands dirty. They dig for information and inspiration. They get past the thin surface crust of their client and reach for the authentic core. They search for the company’s purpose, and for a compelling reason for an audience to care that the company exists. They collect information to communicate the client’s purpose to a select group of people and to encourage a meaningful connection. The information is essential in understanding context, how it relates to the company, their offering, clients, and competition. A responsible designer addresses the development of a logo within the context of the overall identity and brand.”
Above: All work by Impprintz Graphic Design Studio 
Above: All work by Taproot 
Above: All work by Locopopo 
Above: My article printed across from Michael Wolf. 🙂 Have a look at a few past issues of Kyoorius Magazine and also check out Designyatra, Kyoorius’s annual international design conference in Goa, India. Many thanks to Kay Khoo for asking me to contribute—it was a great experience.
