Edasseril Chits – Turn360Degree

Logo Branding

ED

concept

Blending Culture with Corporate Identity

The core idea was to create a culturally rich and emotionally resonant identity for a finance brand. The challenge was to make “ED” a recognizable icon while embedding it with symbolic meaning from Kerala’s heritage. Using the elephant as the base inspiration allowed us to channel meanings of trust, heritage, and strength into the design—perfectly aligned with a financial institution’s values.they will include atleast one elephant to carry the deity in Hindu temples. They are also considered as symbol of Unity, Power and Pride

challenge

Bridging Tradition and Modernity

One of the main challenges was to avoid a cliché depiction of an elephant, which could risk appearing outdated or overly traditional. The goal was to make the logo modern yet meaningful, corporate yet culturally rooted. Additionally, ensuring the clarity of the letters “E” and “D” within the design was critical, as they serve as the company’s initials and should remain identifiable even within an abstract form.

solution

Abstract Integration and Symbolic Minimalism

To address this, a minimalist and stylized approach was taken. The logo was designed with clean lines that abstractly merge E and D into the shape of an elephant—conveying both readability and symbolism. The form subtly communicates the values of power and unity without literal representation. A color palette that evokes trust and dignity—such as deep gold, grey, or earthy tones—was considered to enhance the identity’s seriousness and cultural warmth. The final logo balances professionalism with emotional connectivity, positioning ED as a powerful and reliable financial brand in Kerala.

publish date

march 15, 2024

project type

logo rebranding

client

edasseril chits pvt ltd.,

ED - The Symbol of Strength and Prosperity

Logo Rationale: The ED logo draws inspiration from the elephant—a revered and majestic symbol in Kerala, often seen at the center of temple festivals and cultural processions. Elephants in Kerala symbolize more than grandeur; they embody strength, discipline, unity, and affluence. By abstracting the letters E and D into the form of an elephant, the logo successfully merges modern design language with traditional symbolism. This hybrid design approach highlights the brand’s foundation in age-old values while projecting a progressive financial identity. The elephant-shaped logomark reflects:

Unity – The bonding strength of a herd; reflects the collective trust of the community.

Power – The mighty yet calm nature of elephants, akin to financial stability.

Wealth – Elephants are considered bringers of fortune in Indian culture.

Pride – A dignified presence symbolizing respect and legacy, much like the Edasseril brand.

Edasseril Chits Pvt Ltd (ED) is a finance company rooted in Kerala's cultural richness, aiming to build trust, strength, and prosperity within its financial ecosystem. As part of their rebranding initiative, the company sought a visual identity that not only represents their name but also deeply resonates with the ethos of Keralite heritage and the values the brand stands for—Unity, Power, Wealth, and Pride. This led to the development of a logo that smartly integrates the initials "E" and "D" into an abstract elephant symbol, a creature revered across Kerala as an icon of royalty, prosperity, and cultural legacy.

project overview

prev project

ED

Blending Culture with Corporate Identity

Bridging Tradition and Modernity

Abstract Integration and Symbolic Minimalism

ED - The Symbol of Strength and Prosperity

project overview

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