Agrim

• Two scripts, one mark

  The symbol had to hold up beside both Latin and Devanagari wordmarks without favouring either.

• Trust before beauty

  Retailers fear liability from bad stock. The identity needed to signal credibility and quality assurance before style.

• No design team in-house

  The guidelines had to be clear enough for non-designers to apply on catalogues, signage, merchandise and the app.

• From print to a 375pt screen

  The mark had to work at app-icon size, in push notifications and in OTP emails as well as on a tote bag.

1. What does a retailer in Hisar already trust, and what would make him suspicious?
2. Can one symbol carry both language and agriculture without becoming a cliché leaf logo?
3. Which colour does the work of black in this brand, and which one is reserved for action?
4. How do we let local campaigns co-brand without diluting the core mark?

27 boards of exploration: wordmark weights, leaf and seed symbols, three-circle trefoils, and the first experiments that fused the Devanagari अ with a leaf. Every route was drawn on a construction grid so the strongest could be refined, not redrawn.

Leaf, trefoil and Devanagari routes, each drawn on a construction grid.

The final symbol is composed on a precise parallelogram grid. अ and the leaf share one silhouette, and the diagonal slice reads as a step forward. White on a dark field is the preferred form; Agrim Green takes over on light grounds.

From the parallelogram construction to the two greens and the dark-green colourway.

Horizontal and vertical lockups in English and Hindi, built on the same x-height spacing rule. The localised version is an addition to the system, used to connect with local audiences rather than replace the English mark.

English and Hindi lockups share one x-height spacing rule.

A manual written for a founder-led team. Pantone 2266 C does the work black does for other brands. Purple C is reserved for the single most important action on a screen and is never decoration. Avenir Next Demi Bold carries the voice. Photography stays close to real farms and real faces.

The colour spread gives purple one job: the primary action.

Merchandise concepts carry the line अग्रिम के साथ आगे बढ़े, "Move forward with Agrim", onto totes and team T-shirts, so the promise travels into the mandi as well as the app.

The first iOS flows: full-bleed farm photography, a language picker (English, Hindi, Arabic), phone-number login with OTP, two-step registration with company and address, plus branded SMS, email and push templates. Purple is used only on the primary action, exactly as the manual prescribes.

Welcome, login and OTP: purple only on the primary action.

• Local and modern are not opposites. The Devanagari vowel did more for trust than any stock photo.
• Write the guidelines for the people who will use them. Here that meant founders, not designers.
• Give the loudest colour one job. Purple marks only the primary action, so the product stays calm.